We’re all aware of breast cancer. But awareness ain’t going to beat it. So we binned the pink ribbon thing and focused on the real issues. We decided to be noisy in the face of silence / fear / denial. To be controversial. To be confrontational. Cheeky. Challenging.  We wanted to poke ‘em. Prod ‘em. Use irreverence to get a reaction. Start the conversation. Hey, people, what’s it to be? Mammogram? Or mastectomy? Awareness is pointless if it doesn’t lead to action. 

 

2011 Global Award