The behavior of touching the breast sculpture is almost everywhere. While in China, it is even much more.

On the other hand, breast touching for self check is not a common behavior, while breast cancer rates No.1 amongst Chinese women.

Roche, a dedicated member of PINK RIBBON, would like to encourage Chinese to have a self screening for breast cancer. At the same time, Roche would like to remind not only women but also men caring women’s breast cancer.

When we launched this campaign in 7 cities, we found that so many people were naturally want to touch the sculpture’s chest, lots people even had the habit to touch the sculpture when they took selfies. And people ware curious about the SMS.

The whole ambient execution is soft. More on that, we engage male audience involving into this action.

We hid infrared devices around sculptures, aimed the thermal induction camera around the breast area, which is connected to a mobile base station.

Every time the breasts are touched, people within 5-­meter-­radius will receive a SMS. The message contains a visual instruction of proper breast cancer self-­check process, which is crucial for diagnosing and treating breast cancer at its early stage.