10/01/2026
For Raleigh Radiology’s mammography campaign, the hero wasn’t going to be the technology. It was going to be the woman. Mammograms are important and necessary, but they’re not exactly anyone’s favorite appointment. So instead of pretending the experience is comfortable, we leaned into the awkwardness and created the Squish Face campaign.
Images show women of different ages and backgrounds pressing their faces against a completely clear surface, turning a familiar moment of discomfort into something unexpected, relatable, and funny. The images became an immediate visual shorthand for the mammogram experience. No machines. No exam rooms. No explanation needed. One face says it all.
The campaign was part of a larger visual shift for Raleigh Radiology, moving away from traditional healthcare imagery and toward human moments that feel familiar and recognizable. Images were treated with a subtle layer of Raleigh Radiology Red, creating a distinctive visual thread across print, digital, and out-of-home. A familiar white graphic element from the previous brand was also retained, creating a visual bridge while providing a clean, high-contrast space for messaging.
The result was a campaign that acknowledged an uncomfortable experience without making it clinical or intimidating. Sometimes the best way to make an awkward conversation more approachable is simply to admit that it’s uncomfortable, give people a reason to smile, and give them a reason to do it anyway.
Oak City Communications co
