TBWA and MSD launch Day 3: a brilliantly simple reminder to check your breasts every month

Every year we see breast cancer campaigns that always repeat the same thing: "check your breasts". Yet 69% of Belgian women don’t do this regularly, according to a recent survey by iVox. That’s why MSD Belgium and TBWA launch a very simple trick to make make self-examination a routine, so no one won’t ever forget it. If you look closely at the number 3, there is a pair of breasts hidden in it. You just have to give the 3 a quarter turn. And once you get the hang of that, you’ll never unsee it.

Therefore, every 3rd day of the month becomes Day 3, the regular day to check your breasts. A simple routine with a big impact. Because the better you know your breasts, the easier it is to notice changes that could indicate a tumour, for example. An Cloet, External Affairs Director at MSD: "We work daily on new cancer-fighting methods, but they’re most effective when doctors can start treatment early. That’s why prevention and early detection remain indispensable. Day 3 can really save lives."

That’s what makes Day 3 different from all previous campaigns. Thomas Driesen, Creative Director at TBWA explains: "Day 3 is not just another campaign that disappears after a few weeks. It's here to stay. We rethought the whole approach. We spread the media budget and the media plan so that from now on, women will be reminded of the self-check every 3rd day of the month through different channels." Influencers, such as Ruth Van Soom, who recovered from breast cancer herself, will from now on remind their followers of the importance of Day 3 every 3rd day of the month.

For those who want to make sure to remember it, an online reminder has been designed to make Day 3 appear in your Google, Apple or Outlook calendar every month, via one simple click. For the rest of your life. Major Belgian companies like Brussels Airlines have picked up on this and have since added Day 3 to the calendars of all their female employees, and are calling on other companies to do the same. <line about other women on LinkedIn> Countless women are also sharing Day 3 on WhatsApp by forwarding messages to their friends, sisters, mothers and colleagues.

Do you want Day 3 in your agency calendar every month as well? Or do you want to know more about early detection of breast cancer? Then surf to www.msdbe.info/Day3.


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TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.