Ovarian cancer, called the silent killer, often goes undetected until it's too late to save a woman's life. Why? Because women can't see or even feel their ovaries. So we set out to get ovaries more attention. How? One word: ladyballs.

By making ovaries a metaphor for courage and removing the stigma associated with "female parts", the public began talking out loud to fight women's most fatal cancer.

This was a 360 campaign across TV, radio, newspaper, magazine, OOH, display + social.