San Antonio breast cancer survivor clinic, Perky, has trouble advertising. Founded in 2021, Perky specialises in hyper-realistic 3D nipple tattoos for breast cancer survivors who have undergone reconstruction surgery and were not able to save their nipples. Despite Perky’s transformative impact, the clinic has faced significant challenges in promoting its services on platforms like Instagram due to censorship policies that flag nipple tattoos on breasts – even when intended for reconstructive purposes.
So Droga5 new York and Perky are tattooing nipples on legs, and backs, and…
…in a campaign called Skin in the Game.
The campaign began with Droga5’s Third Nipple event, that made use of the fact that nipples on any part of the body other than a woman’s breast are not censored on social media. So Perky invited volunteers to receive a free 3D areola tattoo to showcase Perky’s services. The event took place last month at Perky’s clinic in San Antonio. Six volunteers came forward to receive free 3D areola tattoos in various locations, including abdomens, thighs, a shin, and multiple butt cheeks. Photos, videos, and testimonials were captured that can now be shared on Perky’s Instagram, TikTok, Facebook accounts, without the worry of censorship.
By tattooing male co-survivors, the campaign showed Perky’s services in an impactful way. And while it may seem like a small detail, a nipple represents womanhood, and losing it is a deeply emotional experience. The campaign subtly underlined that receiving a tattoo from Perky isn’t just the last step in physical healing, it’s a crucial part of emotional healing too.
“Skin in the Game was about more than just visibility. It was about finding new, creative ways to break barriers and support those who need it most,” stated Lauren Varvara, executive creative director at Droga5 New York. “It was amazing seeing former patients who attended often teared up when talking about Crystal and Courtney, and the supportive environment Perky has built.”
