Ogilvy NZ has crafted a new campaign for the Breast Cancer Foundation NZ (BCFNZ) in line with Breast Cancer Awareness Month. The campaign, intriguingly titled 'Laser beam breasts - is that normal?', aims to encourage women to familiarise themselves with their breasts and understand what is normal for them. The campaign's tagline, 'Know what’s normal for you, so you’ll know what’s not', underscores the importance of early detection of breast cancer.

The campaign will be rolled out across multiple platforms including VOD, cinema, social, digital, Out of Home (OOH) advertising such as billboards and street posters, radio, influencer activity, and PR. The campaign features three films directed by Fiona McGee of Revolver.

\"We needed to create a comfortable space around a topic that's uncomfortable by nature,\" said Kristal Knight, Ogilvy NZ Executive Creative Director. She further explained, \"Knowing what's normal for you is more than a call to action, it’s a fundamental change in behaviour, and taking the fear out of getting to know our own bodies is an important step. So to make this message memorable, we went to the extreme, and through the genius of Fiona McGee created breasts with fantastical abilities, to remind all women that ‘normal for me’ looks and feels different for everyone, so you need to get to know yours.”

This campaign follows Ogilvy NZ's previous work with BCFNZ, which included a campaign to encourage mammograms titled 'Maybe it’s a sign'. The new campaign will run for the next 10 months.

Ah-Leen Rayner, Breast Cancer Foundation NZ CEO, emphasised the importance of early detection. She said, “We know that breast cancer is more treatable if it's caught early. For women over forty, we've reminded the nation that this means having regular mammograms. But long before that age and stage, the most important things we can do is perform a self-check, and get really familiar with what's 'normal', and what isn't. It's an incredibly important yet overlooked action of getting to know yourself, your breasts and your whole chest area. A seemingly simple, yet potentially life-saving act, and one we hope this memorable campaign will remind all women to undertake."

Chelsea Sietses and Matt Woods, from the Ogilvy NZ creative team, also commented on the campaign, saying, “Asking people to examine their breasts can bring out a whole range of different emotions and sensations, which are completely unique to the individual, much like their breasts. And since there is no universal normal, we hope this campaign will encourage all women to check in with their own chest to discover what’s normal for them, and empower everyone to own their unique quirks.”