Early breast cancer detection saves lives. So to raise awareness for mammograms, an awkward procedure that requires laying your boobs flat on the machine, we started a meme that encouraged people to be similarly awkward on Instagram. It pretty much went viral (and it had to, because it was a pro-bono project with like no promo budget).
THE CASE STUDY
The View, The TODAY Show, The Huffington Post, Buzzfeed, USA Today, The New York Daily News, Creativity Pick of The Day & Top 20
Cannes Lions Bronze (PR Charity/Non-profit), Clio Awards Shortlist (Public Service/Cause Related), New York Festivals Shortlist (Digital), Shorty Awards Finalist (Social Good), Golden Award of Montreaux (Non-profit/Public Interest)