There are lumps on many city pavements. Mostly, they’re ignored. But London’s pavement lumps are demanding attention. Ring-shaped warning stickers have been placed around them. They carry a life-saving message, “Every lump deserves attention. Checking your chest could save your life.”

The idea by senior creatives, Tom Charter & Ivo Lazarov, is turning the streets of London into a visual call to action for Breast Cancer Awareness Month.

Breast cancer remains one of the most common cancers in the UK, and self-checks are a vital step towards an early diagnosis. Yet the percentage of women checking their breasts regularly seems to be dropping, from 49% in 2022 to 45% in 2024 (YouGov Survey commissioned by Breast Cancer Now). And while breast cancer is rare in men, about 370 men are diagnosed with breast cancer every year.

Charter & Lazarov commented, “We wanted to make breast cancer self-checks become a priority and remind everyone of how important it is, regardless of gender or age, so what better than the pavement of London’s busiest streets? Early detection is so important when it comes to treating cancer, that’s why the sticker was designed as a foot-stopping reminder to self-examine your breasts. It takes only a couple of minutes, and it can save your life. Nearly 1 in 3 people will be diagnosed with cancer in their lifetime, so if we can help people to the check themselves more often, it’s a big win for us.”

Each of the Unexpected Lumps stickers has a QR code, leading directly to Breast Cancer Now, providing information on the signs and symptoms of breast cancer, tips on how to check your chest, and guidance on what to do if you find an unexpected lump.

The campaign also features a series of posters throughout London that point pedestrians in the direction of these unexpected lumps and alerts them to pay closer attention.

Credits: 
Creatives: Tom Charter & Ivo Lazarov
Photography: Ieva Petrav