The creative solution was inspired by the problem. We manufactured lots of small pink cushions, and placed one in every big cushion. But we didn’t tell anyone about the hidden lump. Instead, we let everyone who bought the pink cushion discover the lump with their own hands. 

All 4,000 cushions sold out immediately and became a trending topic in social media. Featured in national Swedish television, radio and magazines. All the proceedings went to the Pink Ribbon campaign. Giving not only money, but also awareness of the importance of examining yourself regularly.