One woman in eleven will develop breast cancer in her lifetime. Early detection can help avoid aggressive treatments and reduce the mortality rate to 30 to 50%. This action has to encourage women aged 40-50 to go to the doctor for a yearly check-up.

While women are looking for a new bra, they will unexpectedly discover, amongst the normal bras, a bra with a single cup and a short message, encouraging them to go for a check-up. Lingerie shops were used for placement, where the target wouldn't expect this type of message, but where the message would have full attention and impact.

Free media exposure was gained. Calls increased to the free helpline. Visits to www.cancer.be increased, as did online requests for the brochure.