These aren't technically print ads. They were included with the press release for JWT's "Tinta Contra o Câncer" campaign for A.C.Camargo Cancer Center. But i think they're more powerful than the case study video which spends more time explaining the concept and less time showing the work.
The concept was simple. JWT S.P asked local graffiti artists if they could put up a temporary addition to the murals-- turning the bare-chested women into bare-chested women post-masectomy. All to raise awareness about the issue, but also champion the brave survivors.
These images deserve to explode on social media--beyond ad publications and people who work in advertising. Hopefully real people of Sao Paulo will notice them more, too.