Breast Awareness



MSD Belgium works on new cancer-fighting methods, but they’re most effective when doctors can start treatment early. That’s why prevention and early detection remain indispensable.

The Challenge

The earlier women detect an abnormality in their breasts, the better their chances at a successful breast cancer treatment. Unfortunately, 65% of Belgian women don’t self-check regularly and creative campaigns are focused more on generating attention for the issue than installing a recurring routine.

The Solution

With Day 3, we hope to make the last breast cancer campaign ever. By implementing a new habit that will last a lifetime: a simple trick that turns every 3rd day of the month into a reminder to check your breasts. Because once you see a pair of breasts in every three, there’s no way to unsee it.


De Kraak

The first bank robbery in which the viewers get a share of the loot.