The Third Nipple campaign circumnavigated Instagram’s censorship to help breast cancer survivors (and make IG bots feel like a bunch of boobs in the process) Perky is a medical spa specializing in hyper-realistic nipple tattoos for breast cancer survivors who have lost their nipples to mastectomies. But Perky had a big problem. As a small business, they relied on advertising on Instagram to promote their work. Unfortunately, Instagram flagged their ads as “lewd content” and would not approve them to run. Without these paid posts, millions of breast cancer survivors would potentially never learn about Perky’s incredible service and never get the full healing they deserved. We realized the nipple itself wasn’t the problem - It’s location on a woman’s breast was. If we could make it clear to the censorship bots that these nipples were only tattoos despite how real they looked, we could get paid ads approved. And so The Third Nipple campaign was born. Volunteers lended a hand by lending arms, legs, stomachs, and even some cheeks and getting a nipple tattooed on. We photographed these third nipples and created a content library full of images that were safe for social - and it paid off. We got paid ads approved, 20,000 new eyes on Perky’s nipples, and their website traffic doubled in just 8 weeks. Ultimately, not only did Perky’ paid ads finally get past the censors, but they also made the bots look like a bunch of boobs in the process.