Client: I don’t know, none of these concepts say breast cancer to me.
Me: What do you mean?
Client: Well there’s nothing in them that lets me know that they’re ads for breast cancer. So they all seem pretty vague.
Me: Well the headline says the treatment is for breast cancer. Are you not satisfied with the images?
Client: Yeah. Like, there are no breasts in the concept. And there’s nothing pink.
Me: Is that really necessary for a breast cancer campaign?
Client: Oh no.
Me: Then –
Client: But it is necessary for a campaign aimed at women.