The Campaign

Instead of persuading people to do so, we are thinking to use “touching sculpture's breast”----this human problems to solve another more deadly human problems? 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 co-­operated with digital engineers to made a installation, Then made this installation took place amongst 7 cities. 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. We recorded one event, then make it into a viral video, publish it on line to drive buzz. By this to raise social awareness of “Breast Touching” in order to encourage self screening for breast cancer.

We educated target audience a serious problem through a light hearted way. Even the campaign Is finished, the sculpture is still there to remind everyone that “if you would like to touch, touch for good”. The people who touched the sculpture got the knowledge of proper breast cancer self-check process, And the clinical report showed 37% increase of couple visits for breast cancer screening in those cities. The viral video generated 200,000 shares per month, with Monthly clicks of 500,000 times.

We use a very familiar bad behavior ( touch the breast of the sculpture) to a good cause through an innovation technology. With infrared devise installed at Sculpture, people will be getting a self-check process SMS which interacted by touch. The SMS also encourage male consumer to involve into this action. This installation is simple to be executed to other cities?“ Touch for good” brought consumer an impressive and unexpected way.