Calming Female Fears

Stone & Ward of Little Rock, Ark., last week launched a $1 million campaign for the Arkansas Department of Health’s breast cancer awareness program.
The educational effort is supplemented by about $2 million in leveraged pro bono placements.
The agency’s mission is to get the word out about Arkansas’ new BreastCare program, which for the first time provides state-funded information to women, plus free screening and treatment to qualified candidates.
Previously, said agency president Millie Ward, “the only option a woman [in Arkansas] would have was if she was covered by Medicaid or Medicare.”
The agency has produced two 30-second television commercials, including one spot that Ward said she hopes will allay women’s fears about being examined for breast cancer.
With images of frightened women seemingly being stalked by a predator, narration states: “I’m always looking for the next one who doesn’t know about detection.