Problem:

1 in 9 women will develop breast cancer in the course of their lifetime. The first symptom of breast cancer for many women is a lump on their breast. It’s therefore vitally important to be breast aware and examine your breasts regularly and thoroughly.

Idea:

The usual breast cancer advertising had become very educational and therefore wallpaper to the public. We needed a smart and arresting approach to this very serious problem. So to help kick start a nationwide conversation about being breast aware, we wanted to highlight how easy it is for a lump to go un noticed.

Execution:

We placed a lump on Ireland’s most famous breasts, those on the Molly Malone statue in Dublin. These breasts were groped by locals and tourist regularly.