Check-up Pattern
Creative idea
In Romania, 90% of women with breast cancer are diagnosed too late. The subject, unfortunately, is still a taboo, and women postpone going for the usual check-ups. Regina Maria, the private health clinic, wanted to break the taboo and launch a needed conversation. They turned to the one thing that’s in every Romanian woman’s wardrobe – the Romanian traditional blouse – and redesigned it into a trending fashion item. Check-Up Patterns is a tool that helps women learn the self-check movements for breast cancer. The design reinterpreted the Romanian traditional blouse to provide easy to follow guides for self-check.
Brand name: Regina Maria
Advertiser / client: Regina Maria
Product / service: breast cancer awareness
Campaign name: Check-up Pattern
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Romania
Additional company: McCann Health & Brain
Agency chief executive officer: Ionela Buta, Catalin Dobre
Chief creative officer: Catalin Dobre
Executive creative director: Ruxandra Papuc
Creative director: Adrian Rusu
Art director: Iulia Bold
Copywriter: Mircea Tara
Account director (agency): Doina Ionescu
Additional company: Raluca Ionescu - Head of Laboratory & Imaging Communication (Regina Maria);
Liliana Niculescu - Brand Manager Laboratory & Imaging (Regina Maria);
Cristiana Vago - Communication Manager (Regina Maria)
Greta Redeleanu- Marketing Director (Regina Maria)
Ruxandra Vasilescu - Managing Director (McCann Health Brain & Heart)
Andreea Staicut - Senior Account Executive (McCann Health Brain & Heart)
