Client: Not Put On A Shirt
Agency: Area 23
Year: 2024
SVP / GCD

When NPOs set out to build an awareness campaign around the benefits of going flat after a mastectomy, we were confronted with a deeply rooted barrier: the belief—especially prevalent among men—that femininity is defined by having breasts. This belief often pressures women into reconstruction they may not want or need. Through art, we gave voice to the women choosing aesthetic flat closure, reframing femininity as strength, autonomy, and self-acceptance. We aimed to illuminate not just the medical validity of going flat, but the emotional importance of honoring a woman’s right to choose what feels right for her body.

Awards
1x Shortlist Cannes 2024 - Event Storytelling
1x Bronze LIA 2024 - Social Responsibility and Awareness
1x Gold MM+M awards 2025 - Health Advocacy/Health Affairs/Public Policy
1x Silver MM+M awards 2025 - Philanthropic or Purpose-Driven Campaign