Polish Cancer Survivors

A great guerrilla marketing idea. This campaign for The Polish Federation of Cancer Survivors won a bronze Lion at the 2011 Cannes advertising festival. The message was that women should not only check their breasts for lumps but they should also get a mammogram at a hospital because sometimes, “What a person can miss the machine will find.”

This creative campaign consisted of a security tag that would be detected at the entrance of the store. When the alarm would beep the women quickly stopped and looked to see what they had in their bag.