description: We bought up one in eight seats at popular hairdressing salons, at cinemas, on the subway and on the trolleycar. They were all branded with our blunt ?1in8 women? message, which read: ?Undetected in time, breast cancer can kill. Go to the doctor now.? We reinforced the impact of the campaign with testimonials from women who have survived breast cancer, using women?s magazines and television slots, and we also placed online commercials featuring local celebrities.
awards: Cannes International Advertising Festivals Media Silver Lion 2007
pro bono campaign: