The initiative held by Fundação Laço Rosa had the participation of actual women (not actresses) who were photographed naked for the first time. While they got undressed, they talked about the difficulty of showing their breasts.

The idea of the project was to make women consider their own breasts more naturally, and therefore, apt to make quicker decisions that could prevent and treat the disease.

The identification of the female audience with this message was the campaign's main objective, which intended to have a transforming effect in their lives.