Morning commuters passing through St Christopher's place in the West End of London were met with a eye-watering sight on Thursday: 100 women dancing dressed as giant boobs, singing loudly to a variety of boob-related songs like "I feel for you" and "My Humps".
Kris Hallenga, founder of the organising charity, was diagnosed with breast cancer aged just 23. She has been campaigning ever since to "get people talking about boobs."
"I didn't check my boobs," she said. "I didn't know I could get the disease at my age." When Kris discovered a lump in her breast, she claims her doctor initially dismissed it because she was so young. By the time she was diagnosed with cancer, the disease had spread to her spine.
Speaking alongside her identical twin sister, Maren, she asserted the value of regular checking: "It's very very important for people to check their own boobs... it's the only way to detect breast cancer early, particularly in young people who don't have regular mammograms."
The 100-strong dancing flash mob was performed as part of the St. Christophers Place GET PINK’D activity – a campaign to raise awareness and encourage women to become best friends with their boobs this breast cancer awareness month.
Earlier this month, an advertisement promising an £86 torch device could detect the early signs of breast cancer has been banned following a complaint it was misleading and irresponsible.