We featured a picture of Louise, a strong, independent woman who’d unfortunately lost both of her breasts to cancer, leaving nothing but two large scars on her flat chest. Nonetheless, she smiled from ear to ear, and posed like any other woman would, reminding us that life goes on – with or without breasts. The eye-catching photo, served as an important reminder that breasts are not to be taken for granted. Not on Ekstra Bladet’s page 9, and not in real life.

The picture was accompanied by an article written by Editor in Chief, Poul Madsen – a highly prominent figure in Danish media.

The picture was published on October 7th – also known as 'National Breast Cancer Day', and was accompanied by an article written by Editor in Chief, Poul Madsen – a highly prominent figure in Danish media.

It was featured on page 9 in Ekstra Bladet (equivalent to page 3 in The Sun) and was executed by the same people who normally make this page. The same editor and the same photographer to make it look normal.

Ekstra Bladet is printed in 125.000 physical copies, and has more than 10 million page views on the online paper each day making it the most visited site in Denmark.

The men, who initially came to look at babes with large boobs, reacted in a way we had never imagined, sending sweet words of encouragement to Louise on social media and in private messages letting her know that she was no less of a woman because of what happened.

Her picture was shared more than any other babe in page 9 history creating massive awareness on Facebook.

The Danish Cancer Society applauded the alternative media exposure and gave interviews in national media about how the picture of Louise would positively affect other women in the same situation.

Another result was that we managed to show (and not tell) the newspaper’s position “Welcome To Reality”.