Cannes Lions

Get in the irremovable habit of preventing breast cancer

GUANGZHOU ACME FOCUS ADVERTISING CO / SOCIETY AND PUBLIC WELFARE MAGAZINE / 2016

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The work presents a zero-cup bra, showing that a breast cancer patient survives after cutting her breasts. Nevertheless, she continues to wear a bra—although her breasts are removed, her habit of wearing a bra is irremovable. If breast cancer prevention can become an irremovable habit from the very beginning, no tragedy of this sort would happen. Women are called on to adopt prevention actively, because breast cancer is preventable.

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