Breast Cancer Awareness Month seemed like the perfect time for the Marie Keating Foundation to remind women of the importance of breast self-awareness. Problem is, it’s also the perfect time for every other organisation and brand.
We turned this problem into an opportunity by creating a message designed to go unnoticed.
To demonstrate to the public that we’re not breast aware enough, we secretly placed a lump on Dublin’s iconic Molly Malone statue, whose breasts are touched by thousands daily for luck.
When we revealed what we did, the world took notice.
The activation received over €12 million of earned media around the world and transformed Molly Malone into a permanent breast cancer awareness icon.