Regina Maria’s AI-Powered Time Machine Is a Heartfelt Plea for Early Breast Cancer Screening

What if a simple act today could change everything tomorrow? Regina Maria, Romania’s leading private healthcare network, and creative studio Punk Agency are betting on it-with a campaign that blends cutting-edge tech and raw human emotion to tackle one of the country’s most urgent health crises: late-stage breast cancer diagnosis.

The Challenge

In Romania, over 70% of women aged 50+ have never had a mammogram. The result? Too many stories end before they should. But what if we could flip the script?

The Innovation

AI isn’t just a flashy tech upgrade-it’s a game-changer for women’s health. Regina Maria’s new AI-powered mammogram analysis offers Romania’s most precise breast cancer screening, using advanced algorithms to spot even the smallest signs of cancer that traditional methods might miss. This means more women get diagnosed earlier, when treatment is most effective. And the stakes couldn’t be higher: if breast cancer is caught early, a woman’s chance of survival jumps to 95%. That’s not just a number-it’s the difference between life interrupted and life continued, between fear and hope, between a statistic and a second chance.

The Idea: #TakeYourMomToMamo

The campaign isn’t content with saving lives quietly. #TakeYourMomToMamo harnesses AI to create personalised animations-intimate, imagined futures between mothers and daughters. Each story is a gentle nudge, asking: “If you could do something today to protect your tomorrow, would you?”12

The twist? Daughters under 40 are invited to 'donate a mammogram' to their mothers-a symbolic gesture with real-world impact. It’s a call to action that turns love into prevention.

The Impact

- 74% increase in mammogram bookings

- 33.6 million impressions

- Three million video views

- 70% organic reach

- One mammogram donated every minute

- 65% increase in awareness for Regina Maria’s AI-powered mammography

This isn’t just a campaign. It’s a movement. It cements Regina Maria’s role as the country’s innovation engine for patient-centred healthcare.