HMH gives us the mother of all mammograms

With breast cancer awareness messaging everywhere in October, Hackensack Meridian Health (HMH) is taking a different approach to getting women to schedule their mammograms: a little humour, a lot of heart, and advice from an empathetic mom and a no-nonsense grandma.

Dubbed the Mother of All Mammograms, the campaign, developed in partnership with its agency of record Doner, highlights HMH’s convenient scheduling options, advanced technology, and compassionate staff through relatable conversations about putting off screenings.

The campaign features four spots, including one in which a woman talks to her mother about delaying her mammogram. As her mother knits, she promises not to nag, but reminds her daughter that HMH offers appointments after work, on weekends, and close to home. The mom then delivers a pointed reminder: “There’s a double D-cup of reasons to get your mammogram today."

Three shorter spots build on the campaign’s mix of humour and reassurance. In the :15 Comfort spot, a mother compares HMH to “the sports bra of medicine” because it offers extra support. The :20 Advanced Tech spot uses a familiar moment of relief, comparing HMH’s advanced technology to taking your bra off after a long day. And in the :15 Breast Friends spot, a mother encourages her daughter to schedule a mammogram with a friend, quipping, “You go from best friends to breast friends.”

The campaign will run across YouTube, Meta, TikTok, and display banners, bringing a fresh, approachable voice to an important health message.