It’s not every day that you find yourself staring at a nipple on the pavement. But across the UK, a playful new public art campaign is doing just that, and with a serious purpose. The Street Nipples campaign, created by Breast Cancer UK, is using humour, surprise and creativity to remind people of one simple but powerful message: check your breasts.

“The Street Nipples campaign is a playful but powerful way to remind people to check their breasts,” says Thalie Martini, Chief Executive Officer of Breast Cancer UK. “We’ve transformed the small studs you sometimes spot on pavements across the UK, which often go unnoticed, into nipple artworks. They’re designed to make people stop, look down and think because, much like the early signs of breast cancer, if you don’t look for them, you could miss them.”

The idea behind the campaign is to take something ordinary and turn it into something extraordinary, a visual nudge that links the everyday act of walking down the street to a habit that could save your life. “We wanted to create something that sparks conversation and links a simple everyday activity, like walking down the street, to checking your breasts,” Martini adds.

The message is as clear as it is urgent. “If you don’t look for it, you could miss it, so check your breasts regularly. Early detection saves lives, and it’s something all of us can do.” The campaign also highlights the importance of prevention through lifestyle. “We want to remind people that there are ways to reduce your risk of developing breast cancer. Things like having a balanced diet, maintaining a healthy weight, doing regular physical activity, limiting alcohol intake and reducing your exposure to harmful chemicals. Studies show that at least 30 percent of breast cancer cases could be prevented, but for those that can’t, early detection is critical.”

Breast Cancer UK takes a distinct approach to prevention, setting it apart from other organisations. “Breast Cancer UK is the primary UK charity focused on all areas of breast cancer prevention. Our aim is to empower people to reduce their risk by providing practical, evidence-based advice and education.” The organisation also takes its advocacy beyond individuals, pushing for broader change. “We campaign for policy change around environmental risk factors, such as certain chemicals, which are often overlooked. Whilst reducing the risk of developing breast cancer is the focus of our charity, we recognise preventative measures aren't always enough, and catching breast cancer early through self-examination is critical.”

The organisation is also working to challenge common myths. “One of the biggest myths related to breast cancer is that there is nothing people can do to help reduce their risk of developing the disease,” Martini notes. “Whilst it is true that many breast cancer cases cannot be prevented, it is important to note that there is something everybody can do to help reduce their risk, no matter their age, gender, ethnicity or genetic mutation status.” Scientific evidence backs this up. “According to studies, at least 30 percent of breast cancers could be prevented through modifying lifestyle factors, such as the amount of alcohol we drink or how much physical activity we do.”

For Breast Cancer UK, it’s about making prevention part of everyday life. The charity stresses the simple, everyday actions that can make a difference. Regular physical activity can reduce the risk of breast cancer by 20 percent. The NHS and World Health Organisation suggest at least 150 minutes of moderate exercise per week. Maintaining a healthy weight after menopause and cutting down on alcohol also reduce risk. Being mindful about your exposure to harmful chemicals in products and the environment is another step.

And of course, the cornerstone of early detection is self-awareness. “Knowing your body and checking your breasts once a month is crucial in helping to catch the disease earlier so that you can both mitigate the effects that treatment can have and reduce the chance of recurrence. It only takes a few minutes, but it could save your life.” The charity even provides a free text reminder service and an instructional breast check video to make it easier to build self-examination into a routine.

Early detection, Martini stresses, really can be life-saving. “Early detection means finding breast cancer at an earlier stage, when it’s smaller and hasn’t spread. That usually means more treatment options, less invasive treatment and stronger survival rates. Quite simply, catching breast cancer early saves lives.”

The campaign’s cheeky nature is part of its power. “Seeing nipples on the pavement isn’t something you expect, so it creates a moment to stop and talk. We hope people will share photos, post on social media using the hashtag #StreetNipples and tag @breastcanceruk. Most importantly, we want people to ask their friends, families and colleagues, ‘When was the last time you checked your breasts?’ By making it a normal conversation, we can break down stigma and help save lives.”

The impact of early detection is embodied in the story of Breast Cancer UK’s Deputy Chair, Nazia Tingay. “She detected her own breast cancer when she felt a lump after taking a shower. Knowing what was normal for her and being able to identify changes in her breast enabled her to get the life-saving treatment she needed. Nazia's experience spurred her to join our organisation, where she is an inspirational advocate for prevention. Her story is a perfect example of why self-checks are so important.”

Looking ahead, Breast Cancer UK remains focused on prevention, education and empowerment. “Our priorities are firmly focused on prevention, education and empowerment. We aim to reduce the risk of breast cancer by helping people make lifestyle choices that support long-term health, such as maintaining a healthy weight, staying physically active, limiting alcohol and reducing exposure to harmful chemicals.”

The organisation is also pushing for innovative research and clear, accessible education. “Alongside prevention, the charity is committed to providing clear, practical information that allows individuals to take control of their own health and detect changes early. Breast Cancer UK also supports research, particularly innovative, animal-free studies, and advocates for policies that promote breast health.”

Over the next decade, the organisation hopes to make prevention and early detection part of mainstream conversation. “We see the conversation growing in the next decade through engagement, education, campaigning and research, so that everyone is aware that they can reduce their breast cancer risk and they all get into the habit of regularly checking their breasts or chest.”

Their ultimate message is one of empowerment and hope. “While not all breast cancers can be prevented, regular breast checks are a simple yet vital way to detect the disease early. We encourage everyone to get to know their own bodies and to act quickly if they notice any changes. If you don’t look for it, you could miss it.”