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There are scores of breast-cancer awareness campaigns each year, but this one from Colenso BBDO in New Zealand combines clever product development with a wonderful print ad to memorably break through, and even change behavior in a way few ad campaigns can.
Most women don't use a skin cream on their breasts, but if they did, they would be much more likely to detect lumps while applying it. (About 50 percent of breast cancers are detected outside mammogram screening.)