DDB Group Singapore’s campaign for BCF enlists the help of children and a nursery rhyme to promote early detection
DDB Group Singapore has launched a breast self-examination ‘Nursery reminder’ campaign for the Breast Cancer Foundation (BCF), with presenting partner Bridgestone Asia Pacific and talent partner MindChamps PreSchool.
Set to the familiar tune of ‘Wheels on a bus’, the nursery rhyme ‘Molly Monkey sings and saves’ contains phrases like ‘up and down’ and ’round and round’ to illustrate the movements of a breast self-exam, and make them easier to remember. The campaign comes in response to a recent BCF survey indicating that while 90 per cent of Singaporeans understand and appreciate the importance of regular breast examinations and the risk of developing breast cancer, only 45 per cent perform regular checks.
“Because of their busy lives, women may neglect caring for their health,” says Chris Chiu, Group Chief Creative Officer at DDB Group Singapore. “Even more so when they become mothers and put their children’s needs above their own. So this year, we’re involving their children to remind them to take care of themselves. Though they might be young, children can be the most powerful influencers in our lives.”
David Fong, General Manager at BCF, adds, “‘Molly Monkey sings and saves’ is essentially a mnemonic that could save your life. Each time you hear the tune, we want it to remind you to do your self-checks.”
The campaign kicks off Breast Cancer Awareness Month in October. The nursery rhyme was performed at the Pink Ribbon Walk 2019 by MindChamps PreSchoolers and is available as a sing-along music video and illustrated storybook as part of fundraising and outreach efforts.
The campaign kicks off Breast Cancer Awareness Month in October. The nursery rhyme was performed at the Pink Ribbon Walk 2019 by MindChamps PreSchoolers and is available as a sing-along music video and illustrated storybook as part of fundraising and outreach efforts. The full video is available on BCF Singapore’s YouTube channel and website at bcf.org.sg/nurseryreminder.