No-one wants to have the life scared out of them during
their Facebook micro-moments of escapism on the Luas.
This campaign is aimed at a younger audience who are oblivious to a cancer prevention message.
So tone of voice is critical here. To broach such a heavy
subject, we need to do it in a way that is direct, addresses bodily issues/functions and will get cut-through while not frightening anyone.
The content has to look like it belongs on Facebook and
Instagram ie light and fluffy subject matter. Part of this
mission was about going under the radar and talking to people about cancer when they may not even realise it.