We were given the fact that even though women are aware of the importance of self examinations, they tend to forget, and as the time passes most of them stop doing it regularly.

The challenge was therefore to do something that would remind women to do the examinations regularly.

A "12 Days a year Calendar" reminded its owners that checking their breasts once a month, 12 times a year can save their life.

This was done by only showing one day per month, the only day that really matters.

These calendars were distributed to thousands of women all over Prague, and each got more than one piece to give to their friends.

As every piece of the visual identity we developed for BU was to have a professional medical aesthetic yet with a feminine touch, the calendar was designed with the same intention.

The amount of women who started with regular self breast examinations is not measurable.

But after the distribution of the Calendar the amount of women who visited Breast Unit Prague increased by 57%.

And most improtantly - more than half of these women were under 40 years of age, an important new target audience of breast cancer prevention.