Two examples of cool marketing initatives, meant to spread breast-cancer awareness: the first one fully develop in the virtual world of social-media, while the other is definitely more "tangible"!
An entire instagram channel (called "boobstagram") was launched last year with the noble intent of awareness: started in france, http://boobstagram.fr/ continues to increase its fanbase, submissions number and popularity...all thanks to a clever idea and the motto "we cannot become all doctors or surgeons. But we can all take part in prevention"
"Touch them to ensure they won't disappear"
The following installation, in Prague, consists of interactive panels, with an hidden secondary image (yes: breasts) that appears when touched by human hands - the campaign description explains that the panels were put in "male oriented areas", since the idea was to make the male audience more sensible to the theme...by reminding them that also men have an "active" role in prevention!
...and for more on the theme, click here and get another article with original campaign for breast cancer awareness already presented in sex-marketing