Have You Seen These Unexpected Lumps in London?

The streets of London are becoming a visual call to action for Breast Cancer Awareness Month. Transforming the city's footpaths by placing ring-shaped warning stickers around lumps on the pavement. 

Carrying a life-saving message: “Every lump deserves attention. Checking your chest could save your life.”

Breast cancer remains one of the most common cancers in the UK, and self-checks are a vital step towards an early diagnosis, yet the percentage of women checking their breasts regularly seems to be dropping, from 49% in 2022 to 45% in 2024 (YouGov Survey commissioned by Breast Cancer Now). And did you know that men can get breast cancer, too? Even though male breast cancer is rare, about 370 men are diagnosed with breast cancer every year. 

“We wanted to make breast cancer self-checks become a priority and remind everyone of how important it is, regardless of gender or age, so what better than the pavement of London’s busiest streets? Early detection is so important when it comes to treating cancer, that’s why the sticker was designed as a foot-stopping reminder to self examine your breasts. It takes only a couple of minutes, and it can save your life. Nearly 1 in 3 people will be diagnosed with cancer in their lifetime, so if we can help people to the check themselves more often, it’s a big win for us” said Tom Charter and Ivo Lazarov, creators of the project.

‘Unexpected Lumps’, aims to highlight something that can be easily overlooked—when it comes to both our surroundings and bodies. 

Each sticker has a QR code, leading directly to Breast Cancer Now, providing information on the signs and symptoms of breast cancer, tips on how to check your chest, and guidance on what to do if you find an unexpected lump.

The campaign also features a series of posters throughout London that point pedestrians in the direction of these unexpected lumps and alerts them to pay closer attention. 

Turning the everyday journey into a potentially life-saving moment 

By noticing the unnoticed, it reminds us all that early detection can make all the difference.

For more information about the signs of breast cancer, how to check your chest, and the life-saving work of Breast Cancer Now, scan the QR code on any sticker or visit here.