This effective breast cancer awareness campaign, created by advertising agency Memac Ogilvy in Dubai, saw a one-breasted mannequin placed at lingerie and swimwear boutique, Bare Essentials.

Breast self exam tags and stickers were also placed inside the fitting rooms.

This is a very creative, high impact campaign in the fight against breast cancer. I’m sure that for many women, seeing a mannequin with one breast, which represents a post-mastectomy female, would hammer the message home that not having their breasts examined regularly can lead to tragic consequences.