Passerby’s on Grand Ave. in Chicago would not suspect to be faced with giant inflatable boobs.
That’s exactly what Havas Chicago was going for.
By forgoing a digital campaign, for the second year Havas Chicago is kicking off Breast Cancer Awareness Month with a bang — or a boob. This year’s physical installation is focused around #CheckYoSelf by turning their lobby into a room filled with balloons painted to look like breasts. The boobs look to teach people about the importance, and how-tos, around self-breast exams.
“Our mission as an agency is to use our creativity in smart, provocative ways to promote real change and create meaningful disruption. … We wanted to make a statement and get people involved,” said Ecole Weinstein, group creative director at Havas Chicago. “Knowing that we’d be ignored or passed by if we didn’t do something memorable, #CheckYoSelf was born. It weaves together an emotional topic, breast cancer, with a little humor and a true call to action. It’s loud. It’s bold. And it’s getting attention.”
Every time someone posts with #CheckYoSelf, Havas Chicago will make a donation to FAB-U-WISH and The Pink Agenda, the non-profit created by breast cancer survivor Giuliana Rancic.
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Last year, the agency created a peep show in the window with 1980s-inspired neon pink lights and mannequins with colored wigs, with facts such as “8 out of 9 women diagnosed with breast cancer have no family history” and “Every two minutes a woman is diagnosed with breast cancer” painted on the mannequin’s stomachs.
“It’s something everyone can relate to and get behind, especially when it comes to spreading knowledge about the disease and working towards prevention,” Weinstein said. “It’s a cause many people, especially a large percentage of the agency, find meaning in — and as creative beings, we feel impassioned to do something about it. If we save the life of even one woman through our efforts, our work has been worthwhile.”