The faces behind the numbers

Client: Pink Ribbon

In Belgium 1 out of 9 women will be touched by breast cancer. A terrifying figure, women aren’t really aware of. So, to encourage them to go for a test, we created an ad that suggest that 2 women in this newspaper will be affected by breast cancer. And the images don’t show random women, but women featured in this edition.

This advertisement gathers together all the women pictured in the newspaper on a single page, with the De Standaard news editing team adding it to the paper of 9 August. The campaign was presented in the context of the De Standaard Solidariteitsprijs (Solidarity Award).