The objective was to raise money for breast cancer research.

So we designed three posters, tailored for display in medical clinics, gymnasiums, offices and cafes.They've been deliberately crafted to look inviting. Each one encourages the reader to engage with the concept before they even realise what it’s for.When the penny drops and they finally notice the branding, we’ve demonstrated to them that one in nine is not just a number, but someone they know.

Breast Cancer Research Trust achieved a 12% increase in donations in 2010. Considering their donations had declined by 2% in 2009, they were very pleased with the result.