Early detection is the key to fighting breast cancer. But in this busy world, how do you break through and call attention to the need for all-important yearly exams?

Insight
Wild, witty and wonderfully decorated bras break the taboos and get everyone talking and thinking about healthy breasts.

Approach
Year after year, entrants in a “Cup of the Month” contest manage to top themselves in themes and creativity. We harness the power of this popular event by letting the bras speak for themselves about the importance of regular exams.

Results
Now in its fourth year, this award-winning creative campaign continues to grow in popularity and build awareness of breast cancer. In 2008, entries nearly doubled from the previous year and generated more print and online news stories than ever before. A roadshow of the decorated bras were featured in highly visible locations throughout the region.