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This Supermarket Chain Turns Melons Into Mammaries to Promote Breast Cancer Awareness

A new partnership between the Canadian Breast Cancer Foundation and Nesters Market grocery stores wants customers to get hands-on with their goods.

Image via CBCF / Facebook

Take a trip this week down the produce aisle in Nesters Market, a popular Canadian grocery chain, and you might find yourself doing a double take. There, the store’s usual stock of cantaloupe and honeydews have been augmented with strategically placed stickers designed to make the melons look like breasts. The goal is not simply to titillate, but to prompt shoppers to learn more about the dangers—and prevention—of breast cancer.

The initiative comes as part of a partnership between Nesters and the Canadian Breast Cancer Foundation. Upon closer inspection, the mammary melons direct shoppers to visit the CBCF’s Don’t Forget to Check website, which features simple-to-understand breast examination instructions, methods for breast cancer prevention, and information about the initiative’s annual tour, in which representatives from the initiative visit campuses and communities across Canada.

Image via CBCF / iTunes

In addition to self-examination, the organization also encourages the sending of “boob bombs” through their iPhone and iPad app, which adds images of breasts to a user’s photos, which they can then share with friends and family, spreading the initiative’s message of self-care and awareness.

According to the CBCF, approximately 25,000 women and 220 men will be diagnosed with breast cancer in Canada this year, with more than 5,000 of those cases resulting in death. It is, the group reports, the most commonly diagnosed cancer in Canadian women, and the second deadliest. However, thanks to advances in treatment as well as awareness campaigns like this, breast cancer mortality rates have gone down by 44 percent since their peak in 1986.

The Huffington Post reports that the specially tagged melons will be found on grocery store shelves through Saturday.

[via medical daily]

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