BACKGROUND: Breast cancer is a top killer of women. However, with early detection, many lives can be saved. Yet there's a lack of urgency in doing breast self-examinations and mammograms, especially for busy mums who have plenty of other things to worry about.

INSIGHT: A mother’s love is her greatest motivation. We decided to appeal to this soft spot, and remind them of the consequence of delaying that all-important breast check.

IDEA: We created a bittersweet story about a mum who races against time to teach her young son various life skills – including some he’s too young for. The misunderstood ‘Tiger Mum’ (an Asian term for strict and demanding Mums) turns out to be a loving mum who is racing against time and breast cancer. An original soundtrack – ‘You Won’t Be Lost Without Me’ – accompanies the film, adding depth and a tint of melancholy.