Your Attention Please is a movement that channels society’s obsession with breasts into a productive focus on preventive breast health. Despite constant objectification, far less attention is paid to detecting breast cancer—particularly troubling since body image issues, reinforced by cultural norms, can reduce screening rates. Statistics underscore the urgency: a woman is diagnosed with breast cancer every two minutes in the U.S., and 1 in 8 will be affected in her lifetime. Early detection is critical, yet screening rates remain low. As Novartis’s breast cancer team, we felt compelled to confront the cultural forces behind oversexualization. We launched “Your Attention Please” during the Super Bowl—the epitome of pop culture and a stage that has historically seen many ads that objectified women. Our 60-second ad juxtaposed this endless media attention on breasts with the lack of breast health awareness. Featuring Hailee Steinfeld, and Wanda Sykes, a breast cancer survivor, the spot transitions from playful imagery to a stark reality: millions of women watching may be diagnosed with breast cancer, making it imperative to “pay attention when it matters most.” Viewers were directed to YourAttentionPlease.com for screening reminders and resources. The campaign was praised for its clarity, creativity, and urgency, receiving positive feedback from consumers, advocates, and industry experts. Social sentiment was overwhelmingly favorable, sparking a TikTok trend, and earning top accolades from AdAge and the Kellogg School Super Bowl Ad Review. Most importantly, immediate website visits soared, with many signing up for more information and screening reminders. “Your Attention Please” continues beyond the Super Bowl, with targeted outreach across multiple channels to empower women everywhere to give breasts the attention they truly deserve—and ultimately improve screening rates and save lives through early detection.