Our agency's brief was to assist our client, 1st for Women Insurance (a brand focused on women), to promote breast cancer awareness during Breast Cancer awareness month, October 2011.1st for Women wanted their clients to be encouraged to take control of their well-being by providing a simple message about the ease, privacy and importance of a self-examination.

The result was 5,000 unique shower loofahs were distributed at an annual ladies' fun walk in October 2011 (the 2011 Avon-Justine Walk).Each Loofah contained a hard, marble-sized ball inside it - meant to replicate the feeling of a lump. A tag attached to the loofah provided information underlining the importance of performing regular self-exams and medical check-ups.

The leaflets were embossed to make the interaction with the loofah, from receiving it to using it in the shower, as tactile as possible.

We don’t have any success stats as such, however, all 5,000 Loofahs were distributed within the space of an hour.