Breast cancer is the most frequent form of cancer in women: 1 woman out of 8 is affected by it during her life, and the chances are going to increase the older she gets. It is currently the main cause of tumour-related death in the female population. Self-palpation is the first method of prevention. Yet most women don’t do it, because they’re afraid of not doing it properly or of what they might feel.

ANT, the National Cancer Foundation, wanted to help them learn about their bodies. The campaign set itself the objective of raising awareness of the issue, providing useful tips for doing self-palpation properly and generating word of mouth among all women.

The campaign was implemented in a simple and clear manner. Before launching the operation we created a profile on Instagram: @censorshipforcancer

On March 1, the international month dedicated to women, major photographers (Giampaolo Sgura, Richard Kern, Emanuele Ferrari, Larsen Sotelo, Andrew Kuykendall), instagrammers and celebrities (Sita Bellan, Justine Mattera, Valentina Giorgia Pegorer) posted a photo on Instagram with the waving hand emoji and added #TouchThem to say how important early detection is. A link in the description sent users to censorshipforcancer.com, which explained the point of the operation, showed how to do self-palpation (video tutorial) and encouraged all women to take part in the initiative by using a tool that censors photos with the waving hand emoji.