The goal was to bring awareness to women's reproductive health and the importance of regular testing.
Approach
We choose to think of a way to connect regular maintenance of the body with maintenance of objects that give you clear indications of when they need to serviced. People would be more more receptive to getting checked out if they had certainty they needed help and had someone to seek that help form.
Results
Overall the ads lead both women and men to think about the last time they got a check up on the parts of the body we all tend to forget about until there is a serious problem.
