BOOBS OPTIONAL. BADASS MANDATORY.

Client: Keep A Breast Foundation

Problem: Breast cancer survivors who've had double mastectomies are invisible in the cultural conversation around the disease. The narrative is either clinical or sentimental — neither reflects who these women actually are.

Solution: Put the women front and center, exactly as they are. Flat, scarred, confident, and completely unbothered. Let their badass presence do what statistics and ribbons never could.

Idea: KAB built a movement on three words: "I love boobies." This campaign is the next chapter. Replace what cancer took with a simple, playful graphic and their loss becomes a badge, a statement, a reason to stand up straight. The illustration isn't a consolation. It's a declaration.

Execution: A five-woman OOH portrait system,social story carousels, landing page takeovers/website features, and a guerrilla stencil campaign — all built around one visual device and one platform idea.

Impact: Put double mastectomy survivors at the center of their own story while driving real awareness around breast cancer in women and the Keep A Breast Foundation's mission. Not a charity campaign. A cultural moment built on the org's own DNA — irreverent, art-forward, and completely unapologetic.

My Role: Concept, strategy, copy, art direction, and full deliverables system — built from scratch as a spec project.

Support Keep A Breast → keep-a-breast.org/give

Spec project, photography used for directional purposes. Final imagery would be custom shot.