Known far and wide for its music culture, Memphis had unfortunately began making headlines of a different kind. More women in Memphis were dying of breast cancer than any other state in the US. After partnering with our client to work on a solution to this crisis, we found that the issue wasn’t WHAT would make African American women get a mammogram, it was WHO. Our resulting program, “Sister Pact,” encouraged women to make a pledge with a friend or loved one to get an annual mammogram. Real-life friends Pat and Emma became the faces of our campaign, and we made sure Sister Pact was everywhere: On radio, TV, and social as well as churches, beauty salons and community barbecues. Our citywide takeover drove women to nearby mammogram centers for low-cost screenings. The message was clear: Making a Sister Pact Can Save Lives.