Sid Lee asks young adults to ‘Rethink Breast Cancer’ in social campaign

October is Breast Cancer Awareness Month in the US and Canada, and a new social-first campaign aims to dispel myths about the disease and answer questions that teens and young adults may have.
Agency Sid Lee and non-profit Rethink Breast Cancer have launched #8008135 (aka BOOBIES spelled out on a calculator – a trick as old as calculators themselves), a socially-driven campaign developed to educate young adults across the globe about breast health.
The campaign was developed based on the r