BeSound:
The Mannogram

Mammograms are the standard of care when it comes to breast cancer screening. And for the past 50 years, the experience has remained largely the same. They’re painful, demeaning, and what’s worse: they can miss up to 40% of cancers in women with dense breasts (which are about half of all women).

Men would never stand for this, so why do women?

BeSound, designed by women for women, was launching with advanced ultrasound and AI to deliver clearer results for women with dense breast tissue, lessening the fear, anxiety, and discomfort associated with breast cancer screening.

We needed to drive waitlist sign-ups by creating a video that cut through the web of pink ribbons in October and inspired people (especially those with dense breasts) to learn about a new, painless, more accurate way to screen for breast cancer.

So we walked unsuspecting men through the exact experience women endure during a mammogram—translated onto their own most sensitive body parts.

Watching their reactions makes the inequity unmistakably clear and opens the door to modernized breast care designed by women for women: BeSound.