Turning ‘Mammogram’ Into a Message
Women Can Embrace
Project overview
As Senior Digital Art Director at Lemieux Bédard, I led the creative revival of the Mémo‑Mamo campaign for its 12th year. After a two-year hiatus, we refreshed the campaign with a completely new look and feel, focusing on encouraging women to get mammograms through positive, factual messaging.
Creative Approach
We shifted the campaign to a more emotional tone, underpinned by facts, emphasising the positive reasons for early detection. This approach balanced empathy with authority, creating messaging that resonated with a broad audience while motivating action.
Execution & Design
I selected the campaign colours, designed the logo, and chose the fonts to reflect a warm, approachable identity. We also incorporated hand-drawn line elements, giving the visuals a human touch as though they were drawn. Since breast cancer is a daunting subject, the overall look and feel was vibrant and welcoming, helping women feel included and part of something larger.
Understanding that breast cancer affects people of all backgrounds, we focused on inclusivity in imagery and design. The refreshed campaign colours, photography, and messaging were chosen to be welcoming and representative of diverse communities, ensuring the campaign’s reach and relevance.
Inclusivity & Impact