Taking gynecologic cancer awareness to Times Square
For Gynecologic Cancer Awareness Month, we helped put one simple, urgent question in front of millions: have you asked her?
Foundation for Women’s Cancer
The challenge
The Foundation for Women’s Cancer supports patients, care partners, and the physicians who treat gynecologic cancers. Every five minutes, a woman is diagnosed with one. Gynecologic Cancer Awareness Month was coming up in September 2025. The Foundation wanted its #AskHer message to reach far beyond its usual audience, on one of the busiest screens in the world.
Our approach
We provided creative direction on the “Cascade” billboard, shaping how the message unfolded across each panel: 1 woman is diagnosed with gynecologic cancer every 5 minutes. Early detection saves lives. Awareness begins with a question. Start the conversation. Save a life.
We pushed for accessibility at billboard scale, refining contrast and legibility so the message would land in a second or two from the street. The team then resized the billboard for social so supporters everywhere could see it. It was part of the social strategy we built for patients, care partners, and clinicians to cover awareness months throughout the year.
The work
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