Tosh is a cookie brand known for caring about the well-being of its consumers and also for its 2-cookie pack, but on the 19th of October - Breast Cancer Awareness Day - free samples were handed out differently: This time, the package only included 1 cookie, creating instantly the feeling that something is missing even before opening it. This way we were able to associate a package with just 1 cookie with woman having just 1 breast. After having this experience, women found a message inside that reads: ‘Don´t wait until something is gone to miss it’, prevent breast cancer by performing a self-exam frequently - Start now! (The message also included instructions for performing the breast self-exam)

100% of the women who received the special edition package noticed the absence of the cookie, experiencing the feeling of losing something you once had. The response was very positive and emotional, most of the women were moved and many of them cried after realising how terrible the consequences of this problem are. In the end, nearly 90% of women interviewed made a commitment to perform the self-exam.