For the past 41 years, Denmark’s most infamous tabloid, Ekstra Bladet, has featured thousands of women’s breasts on page 9. But to underline Ekstra Bladet’s fairly new position, “Welcome to reality”, we decided to tamper with the iconic page for the first time ever on October 7th, also known as National Breast Cancer Day.

On October 7th, 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 breats. 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.

Most communication during breast cancer day is targeted women for obvious reasons. We decided to give men an opportunity to do something of their own. Through a media that is male dominated.

For the past 41 years, Denmark’s most infamous tabloid, Ekstra Bladet, has featured thousands of women’s breasts on page 9. But to underline Ekstra Bladet’s fairly new position, “Welcome to reality”, we decided to tamper with the iconic page for the first time ever on October 7th, also known as National Breast Cancer Day. On October 7th, 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 breats. 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 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.

Her picture was also shared more than any babe in page 9 history.

The Danish Cancer Society applauded the alternative exposure in national media.