Tumor City

The New Zealand Breast Cancer Foundation took its awareness campaign to the streets in classic guerrilla style, placing inflatable "tumors" of various shapes and sizes in the middle of pedestrian passageways to obstruct traffic. The message? "The longer you wait, the bigger the problem gets."

The tumor balloons were a bit graphic, sure, but a lot more memorable than possible alternatives--people could easily ignore a stopwatch or other timekeeping installation, for example, and two-dimensional poster campaigns lack the interactive element that makes this such a great promo. The campaign was timed to coincide with Breast Cancer Awareness Month, and it did a spectacular job of demonstrating how breast cancer can disrupt lives--and how early detection of the disease early can save them.