A campaign breaks on national television next week targeting women considering plastic surgery on their breasts.
Created by Melbourne-based agency OBM, the campaign introduces a new brand – breast.com.au – designed to give Australians advice on breast alteration.
The campaign is backed by more than 100 plastic surgeons concerned that many Australians go overseas for operations – often with bad results.
The ads, which consist of three 15-second executions that go live on Sunday, use talking bras in a Sex in the City approach to get women talking about breast surgery.
The advertising directs women to the website, where they can get advice of breast alteration and connect to ‘genuine experts’ in their area.
The website reads: “By using our service, you can be connected to a genuine expert in the surgery you are considering for a consultation, near to where you live. Somebody who will look after you not just for a week, but for as long as you need.”
Advertising plastic surgery in Australia has been legal since 1994, but this is the first time a collective of Australian surgeons has taken to the commercial airwaves.
“This campaign is not about encouraging women to have plastic surgery. We are trying to help people who have already decided to have surgery make informed decisions,” Danielle Moeller, principal at OBM, told Mumbrella.
The campaign targets women of all ages, although the website also caters for men uncomfortable with their chest size.
Plastic surgeon Howard Webster said in a press release: “We are delighted with this new advertising campaign. It’s not like anything we’ve seen before and that’s exactly what we need to launch the first national service that makes breast surgery more approachable for Australian women.”
“It’s so important that women select a specialist plastic surgeon if they’re considering breast surgery. After all, you’re only given one body, and one bad decision can lead to a lifetime of regret,” he said.
The site does not contain a ‘before and after’ image gallery typical of plastic surgery advertising, although one may be introduced in due course, the agency said.
The advertiser has avoided using a Facebook page, as they want to moderate discussions on the website and through its call centre – which is located next door to OBM’s headquaters on Fitzroy Street, St Kilda.
OBM won the assignment in April last year after a competitive pitch, and created the brand identity, the website and consumer and internal communications.
- Brand: Breast.com.au
- Advertising agency: OBM
- Creative director: Chrissie Feagins
- Copywriter: Chrissie Feagins
- Art director: Astrid Schmidt
- Agency producer: Anna Morris
- Illustrator: Nadeesha Godamunne
- Production company: Iloura
- Motion design: Ben Alpass, Stephen Van Elst, Simon Bronson
- Flame: Chris Betteridge
- Producer: Kate Guest
- Audio: Bang Bang
- Media buying: MediaCom Adelaide