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Award: Wood Pencil

Wood Pencil / Press Advertising / Press Advertising / 2011

Each year, over 200 Singaporean women succumb to breast cancer. In a majority of these cases, the tragedy could have been avoided with early detection. Less vital activities like spa treatments take approximately 45 minutes, while mammograms take just 20 minutes. To encourage women to get their breasts screened and to promote early detection, we challenged them to rethink their priorities. What is more deserving of your time: a pimple or breast cancer? We brought this insight to life with a novel body painting technique.

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