tombola
Project: Checking In
Checking in with friends
Breast cancer awareness is high, but regular checking remains low. Partnering with Breast Cancer Now, we helped tombola use friendship, entertainment and social content to make breast checking easier to talk about – and prompt women to consider taking action.
01The Challenge
More than 90% of women recognise at least three breast cancer signs and symptoms, yet only 45% check regularly. tombola and Breast Cancer Now wanted to make checking easier to remember while ensuring a bingo brand could contribute credibly to a serious health conversation.
02The Solution
We built on the familiar reminder to check your breasts, adding a new prompt: “check in with each other”. The idea was to use friendship to make breast checking easier to talk about. Olivia Attwood’s podcast, Olivia’s House, gave it a natural home. Olivia and Nadine Coyle – whose close friend and Girls Aloud bandmate Sarah Harding died of breast cancer – brought honesty and personal relevance to the conversation.
The podcast became the content engine, while creators shared the message through their own friendships and communities on social. tombola’s channels reinforced checking and fundraising, earned coverage broadened reach, and a tombola x Breast Cancer Now hub connected audiences with information and ways to act.
03The Impact
The campaign reached 578.5m and generated nearly 1.9m social views and 22,668 engagements. Independent research found 90% of women who saw the Olivia’s House content were more likely to start checking regularly, versus 79% of the control group.
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