A worrying effect of this pandemic is the delay in exams for diagnosis of breast cancer:
The self-exam does not replace a medical assessment and exams like the mammogram. But represents a relevant step for early diagnosis. The sooner it is discovered and treated, the chances of cure are 95%.
Women are addicted to Instagram beauty filters, that's a fact. But what if instead of being used to distort the notion of beauty, filters could be used for something more important: women's health? (Even more, so, this pandemic year).
To contribute to the journey of prevention, J&J with it's with The Self-Exam Filter went in the opposite direction of Instagram's platform providing an important service to all women.
J&J had to be modern and popular, so it was decided to use one tool that is always on women's hands: filters.
But unlike the other filters, the Self-exam Filter is an Instagram filter that teaches women how to do a breast self-exam by learning the step-by-step on their own body. That is, a filter not to be posted, but do be used for women's self care.
With this technology, the mobile display becomes a mirror where a projected animation guides the right movements on the right spots of the breast.
More than to generate brand awareness, The Self-Exam Filter was created to actually help women. Although all the results are very positive: 4,5 millions of users were reached with earned media. The filter was 40% more accessed than other filters. On the first week, 136k women tried the filter, meaning that 136k women took care of themselves and others.
2022 Clio Awards
Digital/Mobile & Social Media Craft
Gold
2022 Clio Awards
Social Media
Bronze
2022 One Show
Interactive
Silver
2022 One Show
Health & Wellness
Bronze
