Zig decided to avoid scare tactics, choosing instead to use humour to reinforce self-testing as a ‘normal’ task that everyone does. Tao and Lynn, two of the founding partners of Zig Inc, believed that women value offers of help when they feel overwhelmed and unable to help themselves. When they’re offered help for something they should be doing they protest and happily play their own part. The details are great, even the 1-866 toll-free number featured in the advertisement was answered by a message from Cam who offered free shower cards with self-testing instructions to callers. Cam’s Breast Exam won at distinction at the International Andy Awards, 2001, was shortlisted at Cannes International Advertising Festival 2001, and was named the funniest spot of 2000 by Adcritic.com. Source: The Inspiration Room