Breast cancer is a top killer of women. However, with early detection, many lives can be saved. Yet there's a lack of urgency in doing breast self-examinations and mammograms, especially for busy mums who have plenty of other things to worry about.

So we wanted to remind them to do their checks not just for their own sake, but also for their loved ones.

The strategy was to appeal to a soft spot in every mother's heart – motherly love. We decided to remind them of the consequence of delaying that all-important self-examination and mammogram, using their love for their children to motivate urgency.

We created a bittersweet story about a mother who tries to hide her pain as she races against time. This was accompanied by a soundtrack that tugged at heart strings and brought on the tears. Most importantly, the film reminded viewers that doing their screening wasn't just about themselves; it was a way of loving their close ones.