With Breast Cancer Awareness Month under way, the National Breast Cancer Coalition has unveiled a national campaign intended to call attention to the fight to eradicate the disease.
The print effort, created pro bono by McCann-Erickson in Washington (which closed its doors last month), uses construction symbols to convey its message.
A bulldozer moving dirt in one ad is meant to sym bolize "pushing in the right direction" to stop breast cancer, while a tool belt in another is accompanied by the text, "Effectively using every tool. That's what it takes to end breast cancer."
The third ad shows a female construction worker. The copy here: "Working relentlessly until the job is done."
The campaign is tagged, "Not just ribbons," which refers to the pink ribbons that serve as an emblem in the fight against the disease.
"This is a serious health care crisis—over 40,000 women will die this year from breast cancer," said Fran Visco, NBCC president. "There's nothing wrong with the pink ribbons as a symbol. But that belongs to every group, and we wanted to differentiate ourselves by talking about the practical work we do."
The ads are running in Atlantic Monthly, Ms. and Redbook, among others.