The campaign tackles the lack of diversity portrayed in many traditional awareness campaigns and is targeted towards people of color, the transgender community, and cisgender men. According to research, people from these communities are significantly less likely to go for screening compared to their white counterparts.
In order to raise awareness in more communities, the campaign features men and women from diverse backgrounds checking their breasts for signs of the disease. The campaign leaves viewers with the message: “Grab your dreams. Grab big and squeeze plenty. It could save your life.”