#TakeYourMomToMamo

Creative idea

The #TakeYourMomToMamo campaign redefined health communication by merging emotional storytelling with AI innovation. In Romania, where breast cancer claims more women’s lives than anywhere else in Europe, screening rates remained critically low. Regina Maria addressed this by focusing on the powerful bond between mothers and daughters. Through an AI “time machine,” childhood memories were transformed into visions of a future protected by early detection—making prevention deeply personal. Beyond awareness, the campaign shifted behaviour by letting daughters gift mammograms to their mothers. This blend of technology, emotion, and empowerment drove a 74% increase in screenings and created a cultural 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
Agency chief executive officer: Raluca Kovacs
Chief creative officer: Damian Isaak
Executive creative director: Alexandru Negoescu
Creative director: Mihaela Stefanica
Art director: Eze Orlandi
Account director (agency): 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
Digital production: Adina Militaru