October is "Breast Cancer Awareness Month" in many countries around the world, including Japan. In my 2nd year zemi, we used this opportunity to study the way different countries use advertising to increase awareness about breast cancer. The symbol of breast cancer awareness is the pink ribbon. Many adverts feature this symbol, as well as using pink as a dominant colour. Japanese adverts often feature drawings or sketches, whereas western adverts use photographs. Japanese adverts also tend to have a lot of information, with long texts, and a soft approach to message communication.