This is a definitely a heat reveal poster done well. Not only is it interactive, but we also admire the brave and clever strategy!
The aim of the campaign was to get ensure women check their breasts for lumps. However Leagas Delaney found the insight that women don't touch their own breasts- but they're partners do! So, they changed the aim of the campaign to ensure men check their partners breasts for lumps.
Not only is it an inspiring strategy, but it's also well executed with the simple message of "touch them to ensure that they do not disappear." The poster then uses the heat-reveal technique so when the poster is touched, the image of the breasts appears then disapears again when it cools down.