Take Notice

Take Notice

Marie Keating Foundation

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

When it comes to breast cancer, women are not “breast-aware” enough. The Marie Keating Foundation wanted to remind women of the importance of breast self-awareness in early diagnosis and successful treatment of breast cancer. So during Breast Cancer Awareness Month, we created a message designed, paradoxically, to go unnoticed.

To demonstrate to the public the widespread lack of breast-awareness, we secretly placed a lump on Dublin’s iconic Molly Malone statue, whose breasts are touched by thousands daily for luck. Nobody noticed.

But when we revealed what we did, the world did take notice. The activation received over €12 million of earned media around the world and transformed Molly Malone into a permanent breast cancer awareness icon.

Critically acclaimed