Love is in the air, and SFC Group is using it to shake up breast cancer awareness in a way that’s unexpected, engaging, and impossible to ignore. Just in time for Valentine’s Day, the full-service healthcare marketing agency is rolling out its Mammo Monster campaign designed to strip away the fear around mammograms and replace it with something far more powerful — action.

Why February? While October is widely recognized as Breast Cancer Awareness Month, SFC Group deliberately chose to flip the script. “Breast health isn’t just a one-month conversation,” said Susan Flinn Cobian, President and CEO at SFC Group. “We wanted to tap into a different kind of love — self-love. Valentine’s Day is the perfect time to remind people that taking care of yourself, including scheduling that mammogram, is one of the greatest acts of love there is.”

Meet the Mammo Monster

At the heart of the campaign is Mammo Monster, a quirky, one-eyed creature that embodies all the misplaced fears and excuses that keep people from scheduling their mammograms. Visitors to MammoMonster.com can “catch the monster” in an interactive experience, squash common screening myths, and even win a pair of Mammo Monster plushies — one to keep and one to pass along, spreading awareness in an unexpected way. And for every monster caught, SFC Group will donate $5 to The Pink Agenda, helping to fund breast cancer research and awareness initiatives.

Why It Matters

With breast cancer rates rising, particularly among younger women, early detection is more critical than ever. According to the American Cancer Society, 1 in 8 women will develop breast cancer in their lifetime, but when caught early, the survival rate is 99%.

Still, many put off mammograms due to fear, confusion about guidelines, or simple procrastination. “People don’t change their behavior because of statistics — they change because something grabs their attention and makes them think differently,” said Cobian. “That’s where creative marketing comes in. It’s not just about raising awareness — it’s about getting people to take action.”

Marketing That Sticks — And Moves People

SFC Group has a reputation for campaigns that don’t just get noticed — they make things happen. The agency’s award-winning Self-ProMOLEtion campaign took a dry, clinical topic — skin cancer detection — and turned it into something undeniably memorable, proving that humor and unexpected creativity can shift mindsets. Mammo Monster builds on that success, using wit, warmth, and just the right amount of irreverence to start conversations that lead to real-world impact.

Join the Movement

MammoMonster.com is now live, giving people a fresh reason to book their screenings, share the message, and rethink what breast cancer awareness looks like. SFC Group is inviting healthcare organizations, advocacy groups, and brands to join in spreading the message — because mammograms aren’t scary, but breast cancer is.

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