Creative Criminals

This campaign for The Polish Federation of Cancer Survivors won a bronze Lion at the 2011 Cannes advertising festival. Women should not only check their breasts for lumps but they should also get a mammogram at a hospital because sometimes: “What a person can miss the machine will find.” They took this slogan literally and shocked several women when they left clothing stores. A security tag that made the alarm go off was placed into their shopping bags. A cool way to gain women’s attention to the cause, but will they hold on to the tag? Because the next store they will enter the alarm will probably be triggered again.