The 1in8 chairs were kept unsold. People entering the cinema felt they were not able to sit in them and it was impossible to ignore our message.The message we put on the chairs was blunt: “Undetected in time, breast cancer can kill. Go to the doctor now.”

The 1in8 seats made women uncomfortable and self-conscious, and they were often left empty even if the cinema was nearly full. Campaign awareness (including of the need for regular medical check-ups) rose to 87% from 57% after previous campaigns.