Self-Exam Filter by Johnson & Johnson
Self-Exam Filter – An Instagram filter that teaches women how to do a breast self-examination.
A worrying effect of this pandemic is the delay in exams for diagnosis of breast cancer:
- 6 out of 10 women canceled their doctor’s appointments.
- A 30% increase in breast cancer cases is expected over the next decade.
- More than 60k new cases this year.
The self-exam does not replace a medical assessment and exams like a mammogram but represents an appropriate 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 its Self-Exam Filter, went in the opposite direction of Instagram’s platform, providing an essential 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 step-by-step on their bodies. That is, a filter not to be posted but to 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.
Credits
Campaign: Self-Exam Filter
Agency: Wunderman Thompson
Holding Company WPP Group
Category: Health & Wellness
Production: Studio Click, São Paulo
Tags: Social Media, Health Awareness & Advocacy, Direct marketing campaigns, Health and wellness campaign, Johnson & Johnson Ads, Digital, technology
