• Eight out of nine women diagnosed with breast cancer have no family history
• Every two minutes a woman is diagnosed with breast cancer
• 70 per cent of breast cancers are found through self-exams

“We didn’t want to just paint our windows pink,” said Havas Chicago CEO Paul Marobella. “We wanted to really break through the clutter and do something that stopped people in their tracks.”

Ecole Weinstein, a group creative director at Havas, said unsurprisingly more men than women are having a peek which has amplified the impact. “When you do look in, it’s a little bit unexpected, but it really hits you with these very alarming statistics. It’s really powerful.

“It’s not like we were just doing something to be bold and provocative,” Weinstein said. “Everyone has been touched by it in some way, shape or form, and it makes it even more meaningful.”

Curious peepers are encouraged use the hashtag #HavasPeepShow on social media platforms about what they saw. Havas has committed to donating $1 to breast cancer research for every use of the hashtag.

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