Impact campaigns for breast cancer awareness

Two examples of communications used to promote breast cancer awareness in an original way - both are extremely visible, memorable, and make an impact

The half bra

This one's a bit of a shock terapy: among normal products in a mall's lingerie shop, the customers had a chance to find these half-bras, along with a tag reminding the importance of self-examination...by telling what might happen otherwise: while not many customers may had a direct look at this, the buzz potential in their own social circle is very high due to the direct experience

The topless poster

This installation was set up at the Mozambico fashion week, its aim was to make the guests go over the local sense of shame for this kind of issue with a funny initiative: breasts are hanging from a couple of holes and the participants have to guess if they're real or not...either way, they get a flier informing them that also breast cancer is real (along with some advice for, once again, self examination)

Say no to fur - Gillette

Here's an aggressive merchandising campaign from Gillette: its "summer initiative" is meant to be a reminder of the...excess fur that more often than not shows up in some..."key areas".

And what better way to highlight these areas than creating a towel with some strategic holes? 

A campaign which will surely work as a reminder, and at the same time, create a good amount of buzz in all the places were the initative took place - and from there, obviously...the web.

The Axe effect in Discos

An interesting campaign promoted by AXE in some Discos: pretty girls working for the brand distributed a special glass, filled with a red cocktail - the graphic on it represented the much hyped "Axe Effect"...or more simply, just a hot girl that gets progressively undressed the more you drink!


Other than amusing and creating buzz in the Discos, with this creative idea the brand made sure that almost everybody took their glass at home...their AXE-THEMED glass, to be more precise