Breast Cancer UK — If You Don’t Look For It, You Could Miss It

“If you don’t look for it, you could miss it”: pavement studs across the UK transform into nipples this October as we want everyone to check their breasts (and chest) via this creative campaign.
This Breast Cancer Awareness Month, British pavements are bearing all. Pavement studs across London, Manchester and Edinburgh, which often go unnoticed, are being transformed into nipples as part of a bold conversation-starting initiative. Designed to stop people in their tracks, we’re taking cancer prevention to the streets (quite literally) in a nationwide ode to the importance of early detection.

Breast cancer is estimated to affect 1 in 7 women in the UK in their lifetime​ [1]​, yet studies tell us that at least 30% of these cases could be prevented [2]. We’re dedicated to prevention, empowering people with the knowledge and tools to reduce their risk and is championing early detection as a lifesaving step through its new ‘Street Nipples’ campaign.

The attention-grabbing breast stencils that can be spotted across England and Scotland will be created with reverse clean graffiti, a technique that uses pressure washers rather than paint to ensure an eco-friendly, chemical-free finish. Though the head-turning art will disappear naturally over time, the message will continue to resonate long after the artworks have faded away: If you don’t look for it; you could miss it.

An interactive map of the nipple artworks will be available, helping people track down the designs, of which there are 15 in London, 15 in Manchester, and 20 in Edinburgh. Those who spot and share a snap on social media using #StreetNipples, tagging @breastcanceruk and giving us a follow will also be entered into a prize draw to win a selection of Birds and Boobs merch.

Thalie Martini, CEO, stresses that awareness means empowerment: “We know that at least 30% of breast cancer cases are preventable, but for those that are not, it’s vital to know the signs. We are concerned that many women in the UK are forgetting to check what’s right in front of them. That’s why this Breast Cancer Awareness Month, we are taking to the streets to urge women to take their health, quite literally, into their own hands.”
We know that changes to lifestyle and environment could help significantly reduce the risk of breast cancer, which is why we continue to empower individuals through education, research and advocacy. These small but powerful changes include having a balanced diet, maintaining a healthy weight, doing regular physical activity, limiting alcohol intake, and reducing your exposure to harmful chemicals.

Whilst prevention is our focus, we recognise that preventative measures aren’t always enough, and catching breast cancer early through self-examination is critical. This is why we stress the urgency of recognising when something’s not right. Catching breast cancer early can save lives, but too often, signs go unnoticed – just like the street studs that are being transformed.

Our ‘Street Nipple’ artworks can be spotted across London, Manchester and Edinburgh from 1st October to mark Breast Cancer Awareness Month until they naturally fade.