Cancer center enlists Brazilian artists to modify graffiti in the name of awareness.
Most women, says Brazil’s AC Camargo Cancer Center, assume the topless female subjects graffitied along Sao Paolo’s streets were put there by men. So the center chose to spin this imagery into a champion of women’s health.
By covering one exposed breast with a post-mastectomy scar blending seamlessly into the rest of each painting, the works suddenly advocate for proper breast exams, tagged with the clear line: “Any woman can be a victim of breast cancer.”
Ad agency JWT hopes that the modified graffiti, associated with youth culture, will speak to a younger audience and convey the importance of early detection. Local artists were hired to carry out the stunt, which you can see for yourself below: