In Your Breast Interest

October is Breast Cancer Awareness Month. In line with this, Dollar Missy (women's innerwear and athleisurewear brand) launched a campaign to normalise regular breast self-checks. The campaign name, "In Your Breast Interest", is a clever play on the phrase "in your best interest." Through its copy and visuals, the brand encourages women to check their breasts regularly, because spotting early signs of breast cancer and acting on them in time is truly in their best interest.

Visual Thought:
The visuals show three everyday habits we perform almost without thinking:

Checking phone notifications.
Stopping at a red traffic signal.
Inspecting fruits or vegetables for signs of spoilage (red marks, bruises, swelling) before buying them.

Through hard-hitting copy, the campaign asks women one simple question: if you check your phone, watch for the red signal, and inspect every fruit and vegetable before buying, why not check your breasts just as regularly?