Spikes Asia
HAVAS SHANGHAI / BREAST CANCER ASSOCIATION / 2017
Overview
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Credits
Background
In China more than 200,000 women are diagnosed with breast cancer every year, but most people still ignore this problem. Since female nudity has been banned in social media, the awareness of breast cancer is difficult to spread widely. The Breast Cancer Research Foundation China wants to raise awareness about the dangers of this disease, encouraging people to do mammograms.
Execution
We used famous paintings to avoid censorship and demonstrate the serious consequences of breast cancer. We repainted 52 pieces of world famous masterpieces to show unhealthy breasts and the breasts with post-mastectomy scarring. An exhibition was held to display these oil paintings. When people looked at famous paintings, they also looked at breast cancer.
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