App uses tactile feedback to teach breast self-exam techniques

What does it feel like to perform an effective breast self-exam? How do you know if you've found something that's cause for concern?

Breast Cancer Foundation NZ and Colenso BBDO are attempting to help answer these questions with the launch of Pre Check, an app that uses haptic technology to simulate the feeling of performing a self-exam.

According to the foundation and the agency, the app uses tactile feedback, visuals, audio and 3D motion to help women understand nine symptoms of breast cancer, giving them the knowledge and confidence to routinely check their breasts. The app, available on iOS and Android, also offers a visual self-check guide and optional monthly reminders.

Ellen Fromm, senior copywriter, Colenso BBDO:

Pre Check reinvents the way we learn about breast cancer, from pamphlets in your doctor’s surgery into interactive symptoms on your own phone screen. By knowing what breast cancer can look and feel like, we’re helping women recognise what’s normal and abnormal when it comes to their own breasts.

Evangelia Henderson, chief executive, Breast Cancer Foundation NZ:

This is a significant new wellbeing tool for women in New Zealand. The information has been available before but this is a new way of putting it in people’s hands.

The app launched yesterday along with an online and outdoor campaign, plus an educational editorial series across various Bauer magazines and online properties.

CREDITS

Client: Breast Cancer Foundation NZ
Agency: Colenso BBDO
Media: Starcom
Production Partner: Assembly
Sound: Franklin Road