Schick Quattro’s breast cancer initiative to roll out nationally

What began as a creative concept to help educate women, and materialized this fall at L'Oreal Fashion Week and the National Women's Show, may become the largest piece of interactive art on the web.

Beginning Jan. 10, women across Canada will be invited to TLC (Touch. Look. Check.) and then to take a picture of their (clad or unclad) breasts to upload to a ‘Booby Wall.’

The quirkily named initiative was created by Toronto’s Boom Marketing and Real Interactive for Schick Quattro for Women as part of the company’s support for Rethink Breast Cancer’s TLC program.

The awareness campaign kicked off this fall with the installation of a ‘booby booth’ at L’Oreal Fashion Week and the National Women’s Show. The booth was an enclosure equipped with a computer and camera, and the idea was that women would help promote the importance of breast health by allowing their pictures to be taken and mounted on the booth’s walls. The response was enthusiastic, with more than 420 women – including breast cancer survivors and some currently fighting the disease – taking part.

Now women across the country will have the opportunity to get in on the admirable effort online. As with the in-person phase, they can photograph themselves and post the results on a microsite, with or without their names and, if they so choose, with comments and dedications.

The project will be publicized via an extensive viral marketing and social media campaign now being developed by Real Interactive. And Boom will be taking a mobile booby booth across Canada, with PR support from Toronto-based Paradigm Public Relations.

An outstanding example of experiential and online marketing, the Booby Wall campaign is destined for cyber fame, and has the potential to become the largest piece of interactive art on the web.