The eye-catching picture on the right is the new poster for the Hong Kong Cancer Fund's campaign for breast-cancer awareness. You will start seeing it across town next week as the foundation kicks off its crusade for women to do more self-checks and go for mammograms.

The Pink Revolution initiative is devised by communication firm Eight Partnership's art director, Lorraine Liu. With breast cancer affecting one out of every 23 women, it is important for the message to get maximum exposure. However, campaign press officer Tej Dalal told us some media think it might be too much exposure.

'Some media people told us they think it might offend or embarrass people if it was placed in a retail environment, but certainly nobody thinks it is disgusting or shocking. Everyone agrees it conveys the message.'