#TakeYourMomToMamo

Creative idea

Breast cancer kills more women in Romania than anywhere else in Europe, largely due to late detection. With 70% of women over 50 skipping screening, Regina Maria—the country’s leading healthcare provider—introduced AI-powered mammograms, aiming for a 95% survival rate. To drive awareness, #TakeYourMomToMamo launched with an emotional experiment: filmmaker Laura Ionescu and her mother revisited their memories, then AI reimagined their future—her mother alive to take her granddaughter to ballet, protected by one mammogram. The video sparked national conversation and an innovative service where daughters could donate unused mammograms to their mothers, transforming care into a life-saving movement.

Brand name: Regina Maria
Advertiser / client: Regina Maria
Product / service: AI-Powered Mammogram
Campaign name: #TakeYourMomToMamo
Agency network: INDEPENDENT AGENCY
Agency: Punk Agency
Media agency: Media-tique
Digital agency: Bad Habits
Additional company: Media -tique
Production company: Abis Studio
Web address: https://www.reginamaria.ro/mama-la-mamo
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Agency chief executive officer: Raluca Kovacs
Chief creative officer: Damian Isaak
Executive creative director: Alexandru Negoescu
Creative director: Mihaela Stefanica
Art director: Eze Orlandi
Copywriter: Mihaela Stefanica
Client account director: Raluca Kovacs
Media director: Cristina Umbra
Managing director: Raluca Kovacs
Strategic planner / strategist: Raluca Kovacs
Pr director: Ruxandra Vasilescu
Director: Goran Mihailov
Agency producer: Ilinca Nanoveanu
Post production: Abis Studio
Digital production: Adina Militaru