We bought up one in eight seats at popular hairdressing salons and at cinemas, on the subway and on the trolleycar. In shops, we left empty every eighth shoe shelf and hanger.We reinforced the impact of the campaign with testimonials from women who have survived breast cancer, using women’s magazines and television slots. And we used celebrities to call for action through TV news, online ads and leading a march.

Women were clearly uncomfortable and self-conscious sitting in the 1in8 seats, and they were often left empty – showing how this vital message was finally getting under women’s skin. Campaign awareness (including of the need for regular medical check-ups) rose to 87% from 57% after previous campaigns. The amount of funds raised increased by 43%.