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MAGIC BOOBS

Breast cancer is a disease that concerns wives, mothers and partners – so it does concern men as well. And yet the common stereotype has it that cancer is one of the ‘female things‘. Strategy was to include men in breast cancer prevention and provide them with a role they can actively take. We based the approach on key insight that men are big kids who learn best when playing. We placed naked pictures of a model in the adult gallery of WP.PL, one of the most popular portals in Poland. The model invites you to play with her breasts which appear to be sensitive to the movement of your mouse. In the next few steps the model prompts you the moves you have to make to please her more. In the last picture you discover the model was actually teaching you how to examine breasts. You could also download a list of medical centres where you can send your partner just in case you find any lump. As a result, Edyta, the girl with magic boobs, trained almost 175 000 men in just one week.

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