#TakeYourMomToMamo

Creative idea

In Romania, breast cancer kills more women than anywhere else in Europe—because most are diagnosed too late. With 70% of women over 50 skipping screenings, prevention felt optional. Regina Maria, the country’s leading healthcare provider, set out to change that by introducing Romania’s first AI-powered mammograms, boosting survival chances to 95%. But technology alone doesn’t save lives—action does. So we launched #TakeYourMomToMamo, a campaign built on the strongest bond of all: mothers and daughters. Through an emotional AI experiment, we turned memories into visions of a future worth protecting—where one mammogram becomes a gift of more tomorrows.

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: Mihaela Stefanica
Executive creative director: Alexandru Negoescu
Creative director: Damian Isaak
Art director: Eze Orlando
Media director: Cristina Umbra
Managing director: Raluca Kovacs
Strategic planner / strategist: Raluca Kovacs
Director: Goran Mihailov
Agency producer: Ilinca Nanoveanu
Digital production: Adina Militaru