The Molly Malone statue in Dublin has been touched so often that the statue's breasts have changed color. It's one of the city's most popular tourist attractions and with this tradition in mind, the Marie Keating Foundation placed a lump on the statue's breasts, for a breast cancer awareness campaign entitled 'Take Notice.'
The clever campaign begs the question "if you weren't looking for a lump, would you realize one was there?" The campaign demonstrated that not a single person noticed the lump placed on the statue, reminding consumers that when it comes to breast cancer, "the easiest thing in the world is to ignore it."
The powerful ad reminds people to take care of themselves and to make breast examinations a more frequent routine.