What better way to get people talking about Boobyball, than by making the medium the message? Headlines about the event were written on topless women (some of whom were affected by breast cancer) who passed out flyers with information about the event and how to donate in high-traffic areas.

The provocative stunt made breasts easy to talk about, fun to share and even more un-ignorable than they were before.In the end, the stunt garnered international news, receiving 117,819,685 media impressions, helping make this year’s event the most successful in the organization’s history. Tickets sold out in just 7 days, and the event raised over $178,000 (a 15% increase over last year).