The only time women really pay attention to their breasts is when they're shopping for lingerie. But if they did it every day, it could save their life. That is why – in cooperation with Palmers, one of the biggest European lingerie brands – we created The Cancer Bra. The first bra with breast cancer, to keep women beautiful not only on the outside, but also on the inside. A silicone lump the size of a breast tumour created discomfort while trying the bra on – recreating the horror of the moment you discover breast cancer and promoting the message: early detection through breast self-examination saves lives. We set up the project in Palmers shops in Ljubljana (Slovenia) and Zagreb (Croatia), achieving a vast media interest and stirring up a heated social media debate.