Overview
Early detection is the key to fighting breast cancer. But in our busy world, how do you get attention and raise awareness?

Insight
Everyone agrees: breasts are wonderful things. So let’s forget the taboos and celebrate breasts in a way that gets everyone talking.

Approach
A contest is born. And the cups runneth over with creativity. The entries demand attention and are a great reminder to “support your breasts.” We let the winning bras and their creators speak for themselves.

Results
A win-win-win for the Health Department, Crosby and the cause. The overall campaign won a Gold ADDY award at both the state and regional levels, and a PRSA Best In Maryland honor for the TV spot. Most important, more women got the lifesaving message than ever before and requests for prevention education materials doubled from the prior year.