In collaboration with Roche, we worked together to bring Belgium a new campaign centred around one simple goal: encouraging women to get to know their breasts better.

Why? Because breast health is important for women’s general health – looking at and feeling your breasts regularly is the key to learning what feels normal and healthy.

The campaign, ‘Your Boobs Are Calling’, offers women in Belgium – in both Dutch and French – the option to subscribe to free SMS reminders “from your boobs” to self-palpate. Narrated and performed by Belgian celebrities including Maaike Cafmeyer, Serine Ayari, Sandrine Corman, Cath Luyten and more, the regular automated messages link women to fun and fresh videos that reiterate the importance of getting to know your breasts, complete with a colourful campaign visual identity developed with our design partners at Shtick.

In addition to the reminder videos, we also had the honour of connecting some of these celebrities with breast cancer survivors for in-depth interviews on their difficult journeys and personal experiences.

Hosted on two microsites developed by Roche, and available in both French and Dutch, the campaign content also includes resources on self-palpation, as well as video content from street interviews we conducted with women in three Belgian cities – Brussels, Antwerp and Louvain-la-Neuve.

Check out some content highlights from the campaign below: