Check your Boobs

How can we talk about breast cancer without taboos?

For Breast Cancer Awareness Month 2025, communication agency Run The Com and non-profit organization Asetis chose humor, inclusion, and local culture to create a bold typographic and creative campaign: “Check your Boobs / Tate zot Lolos. Faites-vous dépister.”

A bilingual, light-hearted, and uninhibited message mixing French, Creole, and English to speak to all generations of women in Réunion Island.
A positive and local campaign that breaks the silence around a still too-sensitive topic — and encourages women across the island to take action and get screened for breast cancer.

The message was rolled out through a 360° campaign including:

Large-format billboards (8m² scrolling) and JCDecaux street posters, mainly in the south of the island;

Local posters displayed in neighborhoods, hospitals, doctors’ offices, and community spaces;

Social media content (Facebook and Instagram posts and reels);

And field activations led by the Asetis brigades, recognizable by their iconic “eyes-boobs” t-shirts, guiding women through breast self-exam techniques.

A locally rooted campaign mixing creativity, humor, and purpose — reminding everyone that early detection saves lives.