Rebecca Manzi The "Unexpected Lumps" campaign aims to raise awareness about breast cancer by reminding people of the importance of self-examination, transforming sidewalk bumps into messages highlighting how essential prevention is
In London, the “Unexpected Lumps” initiative has transformed the streets into a powerful visual reminder to raise awareness about breast cancer during Pink October. Taking advantage of sidewalk irregularities, creatives Tom Charter and Ivo Lazarov designed an innovative and accessible campaign capable of reminding passersby of the importance of self-examination.
Around natural bumps on the sidewalks, circular stickers have been placed reminding that “every lump deserves attention”, a message directed at both men and women, regardless of age.
@Ivo LazarovIvo Lazarov/LinkedIn
The project stems from a concerning decline in the number of women who regularly perform breast self-examination: from 49% in 2022 to 45% in 2024, according to a survey conducted by Breast Cancer Now. Furthermore, men can also develop breast cancer, although to a lesser extent, with approximately 370 annual diagnoses in the United Kingdom.
The stickers contain a QR code with information on symptoms to monitor
The “Unexpected Lumps” initiative is designed precisely to raise awareness among everyone about prevention and to make visible the message of early diagnosis, which can make the difference in the fight against breast cancer. The innovative aspect of the campaign lies in its direct and unexpected approach: transforming a common element of the urban landscape, often ignored, into a symbol of prevention.
The stickers framing the bumps on the streets contain a QR code that directs those who scan it to the Breast Cancer Now website. Here visitors can find detailed information on symptoms to monitor, prevention tools, and how to properly perform breast self-examination.
The campaign also unfolds through a series of posters scattered throughout London, which indicate to passersby the location of the “marked” sidewalks and reiterate the importance of paying attention to unusual physical changes. With this choice, the creators aimed to create an experience that stimulates immediate and personal reflection.
This visual and interactive approach aims to make breast cancer awareness an integral part of daily life, thus stimulating broader participation in self-examination. The organizers hope that these visual signals can positively influence people’s habits, reminding them how important it is to perform regular checks.
In a month dedicated to breast cancer awareness, “Unexpected Lumps” invites everyone to pay attention to themselves immediately, transforming every irregularity into a prevention message that can save lives.
@Ivo LazarovIvo Lazarov/LinkedIn
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Source: LinkedIn
