Our idea was to exemplify how easily breast cancer can go undetected. Moreover, we wanted to show how this problem must be approached with specific methods that require personal responsibility. To demonstrate this, we created two different ads that work together and placed them in women’s magazines:An isolated ad that we hid on a random page in the magazine.And in the same magazine, a 1/1 ad that followed a few pages after the isolated ad.While the small and inconspicuous isolated ad went unnoticed by the readers, the 1/1 ad confronted them with the fact that they had overseen something very important.Only when the readers leafed back through searching for it did they discover the hidden ad about breast cancer.

During the first four weeks after the ad appeared, brustkrebsdeutschland.de (breastcancergermany.de) recorded 24,000 more clicks than in the 4 prior weeks. Additionally, the site registered 2,800 new donation-orientated memberships.