We needed to overcome the mental block among some women to unhook their bras and have a stranger check their breasts. So we focussed on this aspect. Although most breast cancers occur in women over 50, many younger women have also been afflicted in recent years. So we used various platforms and media including TV, print, outdoor and ambient cup holders to take our Unhook Your Bra message to women of different ages. For younger women we created a YouTube animation campaign that enabled viewers to make choices and discover the consequences of their decisions.

The risqué nature of the campaign provoked a lot of discussion and even provoked some complaints about nudity and morality. There were posts on forums and news condemning its eroticism. On the other hand, there was a great deal of positive feedback and support from columns and blogs. The YouTube animation campaign attracted an extremely high response with over 16,000 visitors playing the game.