Client: Dover Radiology

Agency: Stooker & Quinn

Objective: To encourage women to come in for a mammogram as part of their health routine.

Strategy: Dover Hospital's Radiology unit found that often women considered self-examination as a sufficient alternative to having a yearly mammogram. The ad's visual and headline made the point that self-examination was only part of a health-wise regime and periodic mammograms were essential as well.

Results: The frank visual got a lot of attention and within three weeks Dover Radiology had scheduled more appointments for mammograms than they had in the previous six months. The Ad also won an award.