Breast cancer is relentless in its warpath, and it does not just afflict us humans – dogs can fall victim to it too. The campaign introduces a series of belly rub movements that share similarities with a human breast cancer self-check.
In light of breast cancer awareness month, we collaborated with online pet store Perromart and its veterinary arm Perrovets to introduce the Belly Rub Cancer Check-up, a series of movements that can help detect breast cancer in dogs. Through gestures and motions that our furry friends are more than happy to receive, the Belly Rub Cancer Check-up can help pet owners locate mammary tumours so that they may receive proper treatment at an early stage.
The Belly Rub Cancer Check-up consists of three movements that share similarities with a human breast cancer check-up. But when gently applied to dogs, they can resemble the affectionate motions of a belly rub that dogs cannot resist. It encompasses The Good Girl Stroke, a firm up-and-down motion; The Attagirl Rub, a two-handed circular rub; and The Best Bud Massage, an outward stroke from belly to chest. Together, they form a check-up that is easy and effective, and better yet, your dog will love it too.
To educate dog owners on the Belly Rub Cancer Check-up, the campaign adopted a multimedia approach with the hashtag #BellyRubCancerCheckUp using various formats. Information was shared on videos and banners that resided on Perrovets’ website: https://www.perrovets.com/services, printed posters, as well as social media assets that encouraged pet owners to share their experiences of undertaking the Belly Rub Cancer Check-up with their fur kids. We also worked with several pet cafes and dog parks to take the message further and reach out to the dog owner community.
Senior Art Director
PERROMART, 2022