My role: UX Design, Art Direction, and Concept Development (team of three at John St. Advertising)
Breast self-exam (BSE) can be an important way to find a breast cancer early, when it's more likely to be treated successfully. Not every cancer can be found this way, but it is a critical step you can and should take for yourself. Rethink Breast Cancer has been working to change the face of breast cancer for a decade, with initiatives like the Target Breast Cancer campaigns aimed at increasing awareness to young women. We worked with Rethink Breast Cancer to come up with a provocative and entertaining way to encourage women to conduct regular breast self-examinations: the Your Man Reminder app. (For more details about the development process of the campaign, please visit the Advertising page on the top menu, or click here)
Users can download the free app to their phones and choose from a variety of attractive men that will help you keep up with keeping your breasts healthy, from the superstar athlete to the boy-next-door to the smooth heartbreaker. App users get tips on how to give their breasts 'TLC' (touch, look, and check), learn about signs and symptoms of lumps and, of course, get a monthly breast-check and a doctor's appointment reminder from their chosen man.
This is a mobile application that enables users to regularly reminded and learn more about breast self-exam (BSE) in a genuine and entertaining way. This interaction is designed to provide users with the appropriate backstory and preparation to get the most out of their BSE, increasing the likelyhood of turning young women into breast-health expert.
Reminders, whether on your phone, tablet, or computer, can become a nagging irritation that you'd rather avoid than embrace. Based on our research about the young women's experience with smartphone notification and their physical breast exam experience, we wanted to make sure this app would not make users annoyed with the notification function or feel overwhelmed withthe 'c' word, cancer. The research indicated that users are prone to a more enjoyable experience if the messages are more "human" and "entertaining." Flirty messages from user's chosen man is an interaction solution that creates more positive interaction with users. The reminder messages are designed to be updated by writers at Rethink and sent out randomly to encourage the users more individual and real-like interaction.