Years of successful breast cancer awareness campaigns have made it seem easy to detect lumps and seek medical advice. But, in truth, cancerous tumours are much more difficult to locate. McCann Erickson Malaysia created an exhibit that told cancer survivors' stories and illustrated the unpredictability of the disease. By crafting lifelike silicone models of survivors' breasts, complete with the tumours that were once there, the exhibit showcased the difficulty of finding lumps by letting people look for them themselves. In a tactile demonstration with no digital equivalent, the campaign showed visitors what to look for, and encouraged self-examination and clinical exams.
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