Take Notice


What happens when the world’s most touched breasts develops a lump?

Client: Marie Keating Foundation

The Challenge

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.

The Idea

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.

Nobody noticed.

The Results

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.

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