Campaign Objective

Research among 400 people revealed that nearly half didn’t know all the signs of breast cancer, 56% check only occasionally, and 11% never check at all. While many recognise a lump, awareness of the seven lesser-known symptoms (such as changes in skin, shape, or nipple discharge) was alarmingly low. The goal?

To educate the Irish public on all eight key signs of breast cancer, promoting early detection and regular self-checking. Pluto

Creative Execution

• Landmark Visibility: A gigantic 52‑ft pink projection in Dublin’s city centre spotlighted each sign dramatically.

• Comprehensive Coverage: The message was amplified via social media, out‑of‑home (OOH), and guerrilla signage around the city.

• Youth Engagement: On‑campus activations targeted college students—both women and men—to normalise symptom education early on. Pluto

Results & Impact

• Reach: Over 1 million people engaged with the campaign across all media platforms.

• Digital Engagement: Social media posts attracted 3,720 interactions.

• Awareness Shift: Post-campaign data suggested increased awareness of the previously underrepresented seven symptoms. Pluto

Campaign Essence

"This Is A Sign" used a bold, visible, and educational approach to lift public consciousness beyond the well-known lump sign. By showcasing each of the eight tell-tale symptoms in high-impact formats, it empowered people to recognise and act on early signs—potentially saving lives.