Source: TheDrum
If one of the most touched and photographed breasts in the world suddenly developed a lump, would anyone notice? That was the question asked by leading Irish cancer charity, the Marie Keating Foundation, and creative agency Rothco Accenture Interactive, as part of their campaign, ‘Take Notice’, launched for Breast Cancer Awareness Month.
The star of ‘Take Notice’ is Molly Malone. Molly is the enigmatic heroine of the famous song of the same name, widely recognised as the city’s unofficial anthem.
The Marie Keating Foundation and Rothco decided to leverage the public’s obsession to spark a national and international discussion about breast health. This month, Rothco created and placed a small lump on one of Molly’s breasts, which went totally unnoticed by the general public, who continued to take pictures with Molly and touch her bosom.
The campaign film – which features a touching bespoke rendition of Molly’s song by Irish singer Imelda May – highlights to the public that if a lump on the most famous and watched pair of breasts in Ireland can go without detection, women have to be extra vigilant and thorough with their breast examinations.
