The Cancer Research Fund Limburg initiated the campaign in 2015 in order to raise money for scientific research and new cancer treatments. It focused on breast cancer as the most common form of cancer. Shopkeepers were encouraged to support the project with special offers. The graphic realisation of the emotionally charged topic was based on tongue-in-cheek imagery: on posters, shop displays and Facebook pages, the advertised product appeared twice, thus forming a décolleté – a subtle yet instantly comprehensible reference to the goal of fundraising.
Peggy van Sebillen, Eline Dekker, Krista Lahaye, Bert van der Veur