The breast cancer awareness charity Coppafeel, founded by the disease survivor Kris Hallenga, continues its last year’s high-impact visual campaign in the U.K. This year the advertised material features a collage of 24 pictures of bare-chested women, with each image accompanied by the word they chose to describe their breasts. These posters, created by the agency Karmarama, will run on digital outdoor screens nationwide until the end of February.

Founded back in 1985 as a partnership between the American Cancer Society and the pharmaceutical company Imperial Chemical industries, an annual Breast Cancer Awareness month traditionally celebrated in October not only in the U.S. but merely across the globe, in its 29th year has become for businesses a yet another newsworthy marketing and PR opportunity, such as Super Bowl or Olympics.