Despite years of breast cancer education, many women still don't notice they have a lump until it's too late. They wanted women to safely experience how breast cancer quitly starts and how it spreads. So they tactically placed a pink dot on a mirror in the restroom such that when a women looks at herself, it appears to be on her breast. The dot then grows over several days, creating interest and buzz until they finally revealed an invitation to an event to learn more about breast cancer. In an agency full of very busy people who often don't even attend mandatory company meetings, they had a full house.
Agency: Tierney Communications Philadelphia, USA.