Self-examinations are key to detecting breast cancer early. Women in Hong Kong are aware of this, but many do not self-exam. Roche wanted to make self-exam a priority. How did we do it? Cupcakes. One in sixteen women in Hong Kong is diagnosed with breast cancer in their lifetime. So one in sixteen of the 6,000 breast-shaped cupcakes we gave away had a secret lump inside. The campaign reached more than 1.5 million people – 147% more than the original targets. Most importantly, the Hong Kong Academy of Nursing (HKAN) reported a huge increase in appointments for breast screening.

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