While many people are aware of the physical side effects of breast cancer treatment, fewer know about the financial burden the disease inflicts on patients. That’s the idea behind “Eyes Up Here,” a campaign from The Pink Fund, a nonprofit organization that provides financial assistance to breast cancer patients, and independent agency Ludwig+.

The campaign featured striking portraits of 30 breast cancer patients and survivors who were beneficiaries of The Pink Fund, directing viewers’ attention away from the women’s breasts to “the more important issue at hand,” as The Pink Fund’s entry put it. 

The images ran across social, digital, print and out-of-home, including a prime media space in Detroit, where The Pink Fund launched in 2006. Several women appeared on the People Mover, Motor City’s downtown transportation system, during October, which is also Breast Cancer Awareness Month.  

Together, “Eyes Up Here” and “The Other Part of the Fight,” another award-winning push from The Pink Fund, have fueled a 30% increase in new grants and a 62% gain in fundraisers, according to the organization, which primarily relies on corporate and individual donations. The campaigns have also helped secure new national sponsorships from brands including Ford and CVS.