Breast Cancer UK puts “Street Nipples” on the map for awareness month

Breast Cancer UK is marking its first creative campaign with an eye-catching street stunt: “Street Nipples”, launched today in London, Manchester and Edinburgh.

Devised by Joe Public London, the campaign uses reverse graffiti — pressure-washing pavements through breast-shaped stencils — to turn overlooked pavement studs into playful but pointed reminders about the importance of early detection.

Each artwork carries the message: “If you don’t look for it; you could miss it.” It’s a call to action in line with the charity’s prevention-first mission, especially with 1 in 7 women in the UK expected to be affected by breast cancer in their lifetime — and at least 30% of cases considered preventable.

Thalie Martini, CEO of Breast Cancer UK, says: “We’re concerned that many women are forgetting to check what’s right in front of them. That’s why we’re taking to the streets.”

An interactive map shows where to find the 50 installations (20 in London, 15 in Manchester, 15 in Edinburgh), and a social competition encourages passers-by to share photos using #StreetNipples for a chance to win merch.

The artworks will fade over time, but the message to check regularly and know the signs — is built to last.

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