The Campaign

Instead of persuading people not doing this, we leverage “touching sculpture's breast” - this common problem to solve another more deadly human problem. The idea is turning a notorious behavior for a good cause: raising social awareness of “Breast Touching” in order to encourage self screening for breast cancer.

Creative Execution

We hid infrared devices around sculptures, aimed the thermal induction camera around the breast area, which is connected to a mobile base station. Every time the breasts are touched, people within 5-­meter-­radius will receive a SMS. The message contains a visual instruction of proper breast cancer self-­check process, which is crucial for diagnosing and treating breast cancer at its early stage.

Results

Our installations operate in 7 cities, where the sculptures were touched numerous times. The result is that clinical reports show 37% increase of couple visits for breast cancer screening in those cities. The viral video generated 200,000 shares per month. Monthly clicks reached 500,000 times.

Most of campaigns for fighting for breast cancer are super serious, So we communicated the same issue with a soft way. We found many natural and free ambassadors who are outdoor sculptures everywhere. All the sculpture’s breast are touched numerous of times by people. We use this bad behavior as a reminder that your touch can fight against breast cancer. People even can receive a self-check process message which drives immediate response. Even the male audience also involve into this action.

We co-­operated with digital engineers to make an installation, and then made this installation operate in 7 cities. We recorded for some time, made it into a viral video, and published it online to drive buzz. Leverage this to raise social awareness of “Breast Touching”, in order to encourage self screening for breast cancer.