In the midst of the pandemic, rates of ovarian cancer detection have decreased due to lockdowns and hospital crowding. For World Ovarian Cancer Day, Topham Guerin worked alongside charity Cure Our Ovarian Cancer on a pro-bono campaign to give women the tools to ‘know the signs’ and encourage checking at the earliest instance.
“Ovarian cancer is the leading cause of gynaecological cancer death yet awareness is really low. There isn’t a screening test which is why it’s so important to know the symptoms,” says Jane Ludemann, Founder of Cure Our Ovarian Cancer.
As part of the campaign, Cure Our Ovarian Cancer aimed to combat the tendency of women to neglect their symptoms. Pictured above is the campaign located in iconic landmarks including Times Square and Piccadilly Circus, which features examples of the common excuses made for the early signs of the cancer.
Cure Our Ovarian Cancer also wanted to dispel the important misconception that ovarian cancer only occurs in older women, encouraging all women, particularly those under 50, to know the symptoms and get checked. “If our experience is anything, it’s that ovarian cancer doesn’t discriminate by age,” Ludemann says.
“The generous support of Topham Guerin, DP Marketing Communications, JC Decaux, Odici, Verastem, Go Media, Pattison, the World Ovarian Cancer Coalition and others has been instrumental in getting our message across. If we can help one woman think about a symptom she’s been shrugging off and encourage a diagnosis, we’ll have done our job.”
Sam Newton, Managing Director of APAC at Topham Guerin says: “As a company, TG is honoured to support such an important cause, and we hope our efforts and the efforts of our partners on this campaign will continue to create large-scale awareness of the signs and symptoms of ovarian cancer.”
The billboards were placed across New Zealand, Australia, Canada, the United States and England, with Topham Guerin partnering with Cure Our Ovarian Cancer across all five countries.
Digital, creative, strategy, production and media was all managed in-house by Topham Guerin.
Cure Our Ovarian Cancer
Jane Ludemann – Founder
Sam Newton – Managing Director APAC
Christine Mata – Senior Account Director
Danya Malate – Account Executive
Tsieske van den Broek – Creative Director
Valentina Saldouzi – Art Director
Kristen Byass – Copywriter
Roy Dormer – Graphic Designer
Robert Gao – Senior Advertising Strategist
George Moody – Strategy Director
Neve Airy – Analyst