Together with the Swedish Breast Cancer Association, Bonjour set out to raise awareness and provide knowledge on how to spot early signs of the disease. Since early detection of breast cancer is significantly higher among those who perform regular breast-self exams, it is very important to establish it as a habit. But a lot of people forget to examine their breasts, find it scary or simply don¹t know how to do it properly.

So Bonjour and the Swedish Breast Cancer Association created 'Squeeze Please' – a breast calendar featuring 14 famous Swedes packed with easily accessible information on how to perform a breast-self exam to inspire women to book an appointment with their breasts once a month.

Together with renowned photo artist Elisabeth Ohlson Wallin, we rounded up fourteen influential Swedes ­who all shared their stories about when, where and how they perform their breast self-exams. Actors, entrepreneurs, bloggers and even three (!) members of the Swedish parliament participated to help create a buzz around the topic. Ohlson Wallin chose to work with photo's of the participants own bare breasts on top of their torso's in order to draw attention yet not become sexual.

The calendar was distributed to journalists, signed and sent to influencers and sold in BRO's webshop. The breast-self exam guide was excerpted from the calendar, made into a folder and, at the time of the release, handed out to millions of people buying Bonjour’s pink buns.

Widely exceeding all expectations, 'Squeeze Please' dominated the media during the first week of October. Without a cent spent on media, we reached seven times the Swedish population, followed by an all time-high sales record for Bonjour¹s pink buns.

PR Value: 1,5 million Euro

Reach: 63 million people

Sales: +38,5%

But most importantly, we reached millions of people with the important message of making breast-self exams a habit and hopefully helped save some lives.