Take Notice - Marie Keating Foundation | Clapboard Ad Archive

Marie Keating Foundation’s Take Notice campaign, developed by Accenture in 2018 for Breast Cancer Awareness Month in Ireland, commands attention through a bold and unsettling symbolic act that situates a lump on some of the world’s most touched breasts—public statues renowned for their cultural significance and tactile familiarity—to confront viewers with the often overlooked signs of breast cancer. What Clapboard’s taxonomy would classify as FORMAT#3—Symbolize the Problem—forms the backbone of this campaign’s creative strategy, eschewing explicit medical imagery or narrative resolution in favor of a stark metaphor that dramatizes the pervasive inattention to early symptoms. The film’s social experiment format captures genuine public reactions, leveraging the shock and curiosity elicited by seeing familiar monuments altered in such a provocative way, thereby driving home the urgency of awareness and early detection without resorting to didactic messaging. The campaign’s auditory landscape, underscored by evocative music from Imelda May, deepens the emotional resonance, pairing visual disruption with a stirring soundtrack that amplifies the call to action. By rooting the message in the public interest sector, Marie Keating Foundation and Accenture use the power of film to create a visceral and memorable experience that transcends conventional health communications, fostering empathy and vigilance among women who may otherwise overlook subtle signs. The campaign earns 73/100 in Clapboard’s global creative archive. Take Notice matters to the industry because it demonstrates how public health messaging can harness symbolic provocation to penetrate cultural complacency and prompt behavioral change, even when confronting deeply personal and often ignored health issues.