May 2006 marked the 6th annual Fashion Targets Breast Cancer event to raise awareness and money for Rethink Breast Cancer. Our objective was to renew interest in the FTBC T-shirts, and more importantly, keep the fight against breast cancer top of mind. In April, posters began to appear in downtown centers featuring an attractive woman and a provocative URL. Newspaper and magazine ads followed. The idea was to intrigue people to go to the site, then, make sure the site was worthy of word of mouth to get our message out. At checkoutmybreasts.com, the model from the print ads tells us where, when and why to pick up a Fashion Targets Breast Cancer t-shirt. Then, once you click on the target, she drops her shirt. Bare-breasted, she takes you through everything you need to know about checking out your own breasts. She demonstrates how to do it, what to look for and what to do if you find something. In its first week, the site was being recommended on blogs and forwarded around the world, garnering it one million hits a day. E-mails of thanks from breast cancer survivors began pouring in. Word of mouth and general buzz helped make this year's campaign a huge success for Rethink Breast Cancer. And we hope, at least one case of breast cancer will be detected early because of our efforts.