Many times, as a PR Professional, I find myself imagining all the creative, wacky and controversial tactics my clients could employ to communicate their message and  get their product/ service/ brand whatever it may be noticed – I MEAN REALLY NOTICED.  But, yes there is always a but, reality soon shows its ugly head and I find myself back at my desk with a bump drafting PR plans with a rather conservative approach. This way everyone is happy, right? Wrong. I was thrilled almost excited to read about the rather unusual Breast Cancer Awareness Campaign for October’s Awareness Month. Ok I admit, they have definitely dipped their toe into the deep end and I imagine some of you will object to their rather “voluptuous” approach. But I believe it has worked – we are all talking about it aren’t we? As a PR Professional and as a woman I think this campaign has brought visibility to an extremely concerning issue, no women is invincible, young or old and that message is portrayed despite what some “buttoned up” people might say.  Although this campaign is humorous, to say the least, it touches on reality and that’s what I admire. I am not saying all campaigns should take such an approach, but the time has come for old-school PR to be morphed into something much more creative and edgy. The question is…who is ready?