To encourage people to be more open in discussing the matter of breast cancer, be it negative or positive.It was designed to shock people, to promote the need to be more aware of breast cancer as an issue.Unique in the way it presented the issue, not your average campaign of models parading Tee shirts with the breast cancer logo. Presenting the matter in the context it was shown, the poledancing instead of being seedy, was seductive. The gorgeous lighting and the voluptuous model all led to the power of the message.

Reason: To encourage people to be more open in discussing the matter of breast cancer, be it negative or positive.Creatively: It was designed to shock people, to promote the need to be more aware of Breast cancer as an issue.Unique in the way it presented the issue, not your average campaign of models parading Tee shirts with the breast cancer logo. Presenting the matter in the context it was shown, the poledancing instead of being seedy, was seductive. The gorgeous lighting and the voluptuous model all led to the power of the message.