This Super Bowl ad stopped women in their tracks—and could save lives
The Super Bowl is known for its jaw-dropping plays and over-the-top commercials, but this year, one ad was different—it wasn’t about beer, snacks, or cars. It was about saving lives.
A Super Bowl ad unlike any other—here’s why it matters
If you want a message to reach millions, the Super Bowl is the place to do it. This year, Novartis took advantage of the moment with a powerful ad starring actress Hailee Steinfeld and comedian Wanda Sykes, a breast cancer survivor.
The campaign, “Your Attention Please”, flips the script on society’s obsession with women’s bodies, urging women to focus on something that actually matters—early breast cancer detection. Over 6 million women watching the game may be diagnosed with breast cancer in their lifetime.
Yet, half of women aren’t getting regular mammograms—a gap that could mean the difference between early detection and a late-stage diagnosis.
“Right now, we know that 1 in 2 women don’t get their regular mammograms. And we also know that the best chance that they have at surviving is early diagnosis,” said Victor Bulto, President of Novartis US.
That’s exactly why Novartis made breast cancer awareness a priority on one of the biggest advertising stages in the world.
Related: This little-known side effect impacts nearly 30% of women after breast cancer
Why this health crisis is hitting younger women harder than ever
The numbers don’t lie—1 in 8 women will develop breast cancer in their lifetime, and younger women are being diagnosed more often than ever before.
According to a report published in CA: A Cancer Journal for Clinicians by the American Cancer Society, breast cancer incidence continued an upward trend, rising by 1 percent annually during 2012–2021, with a steeper increase among women under 50. Despite a 44% decline in breast cancer mortality since 1989, Black women continue to experience significantly higher mortality rates compared to White women. The report underscores the need for improved clinical trial representation and equitable access to high-quality screening and treatment.
Cancer rates are rising in young women—here’s what experts say
As breast cancer rates continue to rise among younger women, a new report sheds light on an even broader health crisis—women under 50 are significantly more likely to be diagnosed with cancer than their male peers. Understanding the factors behind this trend is crucial, not just for early detection, but for shaping better prevention strategies.
Read more: Why young women are almost twice as likely to be diagnosed with cancer as young men
“I think we all assume we’ll deal with it when we’re older,” Steinfeld told Yahoo Life. “But knowing that we can start being screened as early as in our 20s is so important.”
Paula Schneider, President and CEO of Susan G. Komen, reinforced the urgency of this issue:
“The Super Bowl is a big moment to celebrate, but breast cancer needs more than just one big moment. It needs all of us to stay vigilant, to know our risk, and to take action to get screened—because early detection means saving lives.
We have made tremendous progress, and the breast cancer death rate has dropped 44 percent since 1989. But one-third of the deaths could still be prevented if all people received the high-quality care they deserve. And there’s so much more work to do.”
For moms? It’s even more important to stay on top of our health—not just for us, but for the tiny humans who depend on us.
Related: Everything to know about the new breast cancer screening guidelines for women 40+
What you can do today: Know your risk & get screened
The Your Attention Please campaign isn’t just about awareness—it’s about action. Novartis wants to change the statistics and make early detection a priority. Their Super Bowl ad directs viewers to YourAttentionPlease.com, where you can:
Sign Up for Mammogram Reminders: If you’re 40+, schedule that mammogram. If you’re younger but have concerns, talk to your doctor about screening options.
Know Your Risk: Take the Tyrer-Cuzick Risk Assessment Test—a quick tool that calculates your lifetime breast cancer risk based on:
Age
Body mass index (BMI)
Breast density
Pregnancy & menopause history
Family cancer history & genetics
Prior biopsies or hormone therapy use
Self-Checks Matter: Breast self-exams take two minutes in the shower and can help catch early signs of anything that feels off.
Steinfeld hopes her Super Bowl ad gets people talking—not just about the game, but about something way more important. “I hope it starts conversations,” she says. “With friends, with doctors, with the women in your life who matter most.”
So let’s do just that. Let’s talk about it. Share this with a mom friend, call your doctor, and let’s start making our health a priority, too.
Related: “No one fights alone”: Police officers shave their heads in solidarity with mom battling cancer
Source:
American Cancer Society. 2024. “Breast cancer statistics 2024” –
Breast cancer incidence rates among U.S. women by race/ethnicity. CA: A Cancer Journal for Clinicians. 2024. “Breast cancer statistics 2024”
