In Singapore, breast cancer is the number 1 killer among women. Despite understanding the importance of regular checks, only 62% reported having ever done a breast self-examination.
However, while women aren’t touching themselves enough to check for lumps, they were touching themselves in other ways - with an increasing number doing so to erotic audiobooks.
So, we worked with sexual wellness brand, Smile Makers, to produce a series of erotic audiobooks that encourage women to conduct these self-checks during self-pleasure.
audioboobs
Smile Makers
“LOVE this campaign for Smile Makers, which combines two of my and MakeLoveNotPorn’s passions: women’s health, and women’s pleasure 😍.”
“This is an astounding use of the long-form audiobook format. The campaign uses erotic storytelling to encourage women to check for signs of breast cancer. It takes a much different path to the usual scare tactics around health and works all the better for it.”
Listen to the full episodes here:
Awards
ADFEST
Bronze (Radio & Audio: Podcasts)
Bronze (Entertainment: Audio Content)
Campaign Brief
Adnut's Top 5 Campaigns of 2023
The Work (Health & Pharma)
The Work (Branded Content & Entertainment)
The Work (Radio + Audio)
CCA Gongs
Bronze (Best Use of Audio Content)
Bronze ( Best Use of Branded Audio Content)
Bronze (Best Use of Film, Radio & Audio Broadcast Channels)