The pack became the media vehicle, where we rejigged the design of the label to bring attention to and include a quick and simple 3-step breast check.

We believe that the most impactful and practical place to remind women to conduct the checks would be when they’re alone, in the shower. The perfect marriage between the media vehicle, message and product usage is what made this idea powerful.

This idea has been enthusiastically accepted by the National Breast Cancer Foundation.The idea was executed on over 20,000 packs nationally in the last quarter of 2009 and there is a commitment to continue the idea into 2010.At the time of inclusion, the product sales rose by 9%, a large increase relative to years past.Due to the personal nature of breast cancer, it was not appropriate or possible to track actual detection results.