How do we get more women (and men) to conduct a breast self-check more often? Since breast cancer can strike when least expected, can an awareness campaign also do the same? The concept was to interrupt regular radio programming on the all-business channel BFM 89.9 with reminders. These were seamlessly delivered as news items, interview questions or even business-coaching tips by the newscasters and programme hosts themselves; in exactly the same style of delivery as the segment they were presenting. Live on air, in the middle of a business interview subjects were asked 'if their breasts were looking normal' while newscasters reported that 'men should touch themselves more often' and a 10-step business-coaching segment included 'rubbing one's nipples between a thumb and forefinger' as one of the steps. Primarily targeting women, some spots were chosen to tackle awareness of male breast cancer as well. BFM 89.9, in support of breast cancer awareness.