A friend of mine in Toronto (thanks Ian) just shared with me an amazing campaign that launched in Canada by Rethink Breast Cancer that has taken a very bold approach to the issue.  Connected to their mission of "thinking differently about breast cancer," Rethink (which also has an annual event called the Booby Ball) has teamed up with Schick Quattro for Women to unveil the BoobyWall - a virtual, interactive of breasts - and is encouraging women to upload photos of their breasts along with a note to encourage other women to be more breast aware.

The campaign has equal substance and shock, with the underlining goal of the campaign to get women to look at their breasts and follow a TLC approach -Touch, Look and Check.  The non-profit quotes research showing women are confused on when and how to check their breasts.  The campaign obviously gets women to be more breast aware and thus able to notice changes which may need to be checked.

Schick for its part does a great job of not getting too much in the way - only some subtle branding. This is probably the most innovative breast cancer campaigns/sponsorships that I have seen in a while, and a good example of the power of brands to find an appropriate way to fit into a conversation and raise awareness for a needed cause.  Well done Schick!