10 Powerful Creative Campaigns for Breast Cancer Awareness

Discover campaigns that inspire, educate, and empower this Breast Cancer Awareness Month

If you eat healthily and exercise, you don’t have to worry. As long as you don’t wear an underwired bra, you’ll be ok. Men can’t get it. These are just some of the many myths surrounding breast cancer.

The truth is that it’s the most common form of cancer in women worldwide. In 2020, a total of 2.3 million women were diagnosed with the disease, while 685,000 of them sadly lost their lives. These are sobering facts. Despite the large numbers affected, many countries still fail to provide basic information to educate the population about the real causes and symptoms of the disease, let alone afford them the medical facilities needed for early detection (a key factor in improving survival rates) and treatment.

For many people, the subject remains taboo. In some cases, there may even be a fear of stigma or rejection from their partners and communities if they are diagnosed or undergo surgery. This has sadly created a culture of silence and shame in many societies.

Fortunately, charities such as Breast Cancer Now and Breast Cancer Research Foundation work to campaign and save lives through research, support, and the sharing of essential information, so that women are better equipped to detect the early signs of the disease and know how to seek the help and support they need.

But there is another powerful and effective way to raise awareness: art. In this article, we look at creative campaigns from recent years that challenge the stigma surrounding breast cancer, educate audiences on the realities of the disease, and empower cancer patients to see their scars not as a source of shame or embarrassment, but as a mark of strength, courage, and most importantly, hope.

Am I Not Scared Anymore?: Sergei Stroitelev

Russian photographer Sergei Stroitelev’s inspiring campaign was born after a close friend of his was diagnosed with breast cancer. He noticed a change in her character as she became more withdrawn and unable to accept her body following a mastectomy.

“People think of cancer, breast cancer, and particularly mastectomies, as taboos,” explains Stroitelev. “They think that if a woman has scars, she should hide them and keep silent. And if a man accepts her like this, she should be grateful. It’s unacceptable.”

He began photographing cancer survivors post-surgery, giving them a space to “reveal” themselves and share their scars openly. The result is a tender yet empowering series of photographs, conveying Stroitelev’s firm belief that “a woman’s body is beautiful in any condition, scars or no scars. We need to demolish harmful stereotypes and accept people for who they are.”

A Letter to My Loved Ones: Lynsey Addario in collaboration with Stella McCartney

Photojournalist Lynsey Addario teamed up with Stella McCartney in this highly moving campaign. Her series of photographs and short film capture the brave stories of 12 women in their fight against breast cancer, alongside intimate letters written to their loved ones detailing their personal experiences.

“I learnt that sometimes when we fall, when we get back up again, we stand a little taller. We find alternative ways of thinking, of looking, of being” reads one. The letters and photographs send us a message of courage, bravery, resilience, and pride.

Toilet, Teeth, Tits: Stella McCartney and Sex Education

A highly original take on the theme of breast cancer awareness is Stella McCartney’s Toilet, Teeth, Tits (TTT) campaign, filmed in collaboration with the Netflix series Sex Education.

“Breast cancer can be caused by deodorants, mobile phones, nipple piercings, and bras,” claims a perfectly-coiffed McCartney to a class of the series’ incredulous cast. The students quickly debunk the myths, before introducing a simple method to check your breasts called “Toilet, Teeth, Tits.”

The highly-comical approach highlights a troubling reality: many of us don’t know enough about the real causes of breast cancer, or the importance of checking our breasts for early signs of the disease, despite this simple practice having the power to save lives.

Cuidalaslolas: Vanesa Gambirazio, Luciana Mónaco, and Id4You

Graphic designer Vanesa Gambirazio, her partner Luciana Mónaco, and creative agency Id4You are behind this digital campaign inviting artists to share their work on the theme of breast cancer as a way to spread awareness across Latin America. Cuidalaslolas (which translates to "take care of your boobies") then asks viewers to like and share their favorite piece of art on their social media with the women they love.

“The aim is to make more and more women aware of the importance of detecting breast cancer early and attending regular check-ups so that it can be detected in time,” says Gambirazio.

The Survivors Collection: Breast Cancer Foundation NZ

This campaign, which aims to make women in New Zealand more breast aware, shows three survivors of the disease, Shona, Kelly, and Anete, photographed in similar poses to classical Rubens and Rembrandt paintings.

Interestingly, the works chosen for the project were selected for a very important reason. Rubens and Rembrandt depicted their female subjects as faithfully as possible, but in doing so, unwittingly painted the telltale signs of breast cancer in their models.

The campaign not only aims to make women aware of the importance of checking their bodies regularly, it also celebrates the advances in modern medicine since these masterpieces were first painted.

Scar Stories: David Jay and The Scar Project

Photographer David Jay started The Scar Project after a close friend went through breast cancer. His powerful photos show young women who’ve had mastectomies, with their scars fully visible. Jay wanted to capture the raw reality of what surviving breast cancer looks like—and that includes showing the scars left behind.

“People don’t talk about what happens to women’s bodies after surgery,” Jay says. “These scars are proof of survival, and they should be seen as beautiful, not something to hide.”

His photos are intimate, emotional, and real. They give breast cancer survivors a chance to tell their own stories and remind the world that beauty isn’t defined by perfection.

Check 'Em: Coppafeel!

The Check 'Em campaign by UK charity Coppafeel! brings humor and lightness to the serious issue of breast cancer. With slogans like “Check your boobs” and “Trust your touch,” the campaign encourages women and men to regularly feel their breasts and notice any changes. The aim? To make breast health something everyone can talk about—without the fear.

“We want checking your breasts to be as normal as brushing your teeth,” says the team. “Making it fun helps people take it seriously in a way that’s easy and not scary.”

Using bright, playful visuals and catchy phrases, Coppafeel! has managed to reach younger generations, making sure they know that early detection can save lives.

The Naked Truth: Pink Ribbon Germany

In The Naked Truth, Pink Ribbon Germany asked breast cancer survivors to pose nude, proudly showing their scars from mastectomies. These photos are about more than just raising awareness—they’re about showing the world that beauty and strength come in all forms, scars included.

“We wanted to challenge traditional ideas of beauty,” says the campaign team. “These women’s scars are part of their journey, and they should be celebrated.”

Inspired by classical art, the photos are both elegant and empowering, reminding us that even after breast cancer, a woman’s body is strong and beautiful.

Breast Cancer Barbie: Jane Bingham’s Campaign

Jane Bingham, a breast cancer survivor, noticed that kids going through cancer treatment didn’t have toys that looked like them. So she started a petition asking Mattel to create a bald Barbie for kids who lost their hair during chemotherapy. The campaign, called Breast Cancer Barbie, struck a chord with people around the world.

The petition went viral, gathering tons of support online, and eventually Mattel made a bald Barbie. The campaign was about more than just a toy—it helped start important conversations about how we support kids with cancer.

“When kids see themselves in toys, it helps them feel less alone,” Bingham says. “They need to know that they’re still beautiful, even without hair.”

Pink Glove Dance: Medline’s Viral Campaign

“We just wanted to show that awareness doesn’t always have to be serious,” the Medline team says. “The response was incredible, with so many people dancing to show their support.”

What started as a fun video of healthcare workers dancing in pink gloves turned into a worldwide sensation. The Pink Glove Dance, created by Medline, was originally just a way to spread joy while raising awareness for breast cancer. But the video went viral, with hospitals, nurses, and doctors around the world joining in.

The Pink Glove Dance became a symbol of community and hope, bringing people together in a fun way to remind everyone about the importance of breast cancer awareness and early detection.

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