“Unexpected Lumps” wants to raise awareness of breast cancer by reminding us of the importance of self-examination by transforming bumps on the sidewalks into messages that remind us how fundamental prevention is
TO Londonthe initiative “Unexpected Lumps” has transformed the streets into a powerful visual appeal for raise awareness about breast cancer during the month of Pink October. By exploiting the irregularities of the pavements, the creatives Tom Charter and Ivo Lazarov have created an innovative campaign accessible to all, capable of reminding passers-by the importance of self-examination.
Around the natural bumps on the sidewalks have been placed circular stickers reminding us that “every bump deserves attention”a message that is aimed at both men and women, regardless of age.
The project was born from a worry decline in the number of women performing breast self-exams regularly: from 49% in 2022 to 45% in 2024, according to a survey conducted by Breast Cancer Now. Men can also develop breast cancer, although to a lesser extent, with around 370 diagnoses in the UK each year.
The stickers contain a QR code with information on the symptoms to monitor
The “Unexpected Lumps” initiative is designed to raise everyone’s awareness of the prevention and to make the message of early diagnosiswhich can make a difference in the fight against breast cancer. The innovative aspect of the campaign lies in its direct and unexpected approach: transforming a common element of the urban landscape, often ignored, into a symbol of prevention.
The stickers that frame the bumps on the roads contain a QR code which directs those who scan it to the Breast Cancer Now website. Here visitors can find detailed information on the symptoms to monitor, on prevention tools and on how to correctly perform breast self-examination.
The campaign also develops through a series of posters scattered around London, which indicate to passers-by the position of the “marked” pavements and reiterate the importance of watch out for unusual physical changes. With this choice, the creators aimed to create an experience that stimulates immediate and personal reflection.
This visual and interactive approach aims to raise awareness of breast cancer an integral part of everyday lifethus stimulating wider participation in self-examination. The organizers hope that these visual signals can positively influence people’s habits, reminding them how important it is to carry out regular checks.
In a month dedicated to breast cancer awareness, “Unexpected Lumps” invites everyone to pay attention to themselves immediately, transforming every irregularity into a prevention message that it can save lives.
