Thousands of women every year skip out on mammograms because they're so damn painful. But during Breast Cancer Awareness Month, digital agency Helen & Gertrude and medical technology company Hologic Genius™ 3D Mammography™ partnered together to make a difference. The objective: Introduce a more comfortable experience and generate demand for the SmartCurve™ Breast Stabilization System. Using Lookalike audience targeting within defined target geographies, paired with meme-style creative, the team cut the cost-per-lead by 38% and drove 60% more leads from the previous year. And with better access to this important technology, women actually felt comfortable about their mammograms.