Putting ovarian cancer symptoms on billboards around the world
Symptoms at the heart of the campaign
Topham Guerin delivers Cure Our Ovarian Cancer's World Ovarian Cancer Day campaign, putting easily-missed ovarian cancer symptoms on out-of-home advertising worldwide. The flagship global edition ran across five countries in 48 hours from brief to dispatch, reaching 200,000+ video completions and 58,000+ site visitors.
- Client
- Cure Our Ovarian Cancer
- Market
- International (5 countries)
- Year
- Annual since 2021
- Sector
- Charity · Health
- Services
- Creative · Out-of-home · Digital
- Topics
- Awareness · Health · Out-of-home · Social impact · Creative
Cure Our Ovarian Cancer seeks to deliver a powerful message on World Ovarian Cancer Day. Our challenge is to craft a creative concept for billboards across multiple countries, raising profound awareness about ovarian cancer's impact on lives.
We developed an attention grabbing concept to shock and educate viewers about the cancer, while using existing brand guidelines. The timings from brief to placement were minimal, so we utilised our global capabilities to deliver the OOH and supporting digital assets at a rapid pace.
By merging creativity and strategic thinking, we aimed to spark conversations, raise awareness, and drive positive change in the fight against cancer. Cure Our Ovarian Cancer got featured in several medial outlets and recieved generous amounts of donations to support their cause.
It's truly incredible to see how much our event has been able to grow with your support and we absolutely loved the high impact campaign that you designed. Every year you just blow me away with your skill, talent and commitment. The way you work under pressure and deliver amazing outcomes is unbelievable.
Jane Ludemann · Founder, Cure Our Ovarian Cancer
Questions & answers
What is the World Ovarian Cancer Day campaign?
An annual awareness campaign Topham Guerin delivers with the charity, putting easily-missed ovarian cancer symptoms on out-of-home advertising. The flagship 2021 edition ran on London's Piccadilly Lights, New York's Times Square and 350+ UK sites across five countries.
How long has the partnership run?
TG has delivered the World Ovarian Cancer Day campaign annually since 2021, through the COVID period and beyond: a long-standing partnership.
Who runs it, and for whom?
Topham Guerin, for Cure Our Ovarian Cancer (rebranded Ovarian Cancer Foundation New Zealand in 2024), founded by Jane Ludemann. The 2021 global campaign was produced pro bono.
What is the creative idea?
"An ad you can't miss, for a cancer you do", featuring more than 30 real women diagnosed with low-grade serous ovarian cancer, to put symptoms that are easily missed in front of large audiences.
Where did the billboards appear?
Across New Zealand, Australia, Canada, the United States and the United Kingdom, including a 10-minute Piccadilly Lights domination (space donated by Landsec) and a Times Square rotation.
What has it achieved?
Global media coverage and donations for the charity. TG's record adds 200,000+ video completions and 58,000+ site visitors for the activation.