The American Cancer Society (ACS) Pink Differently campaign asks the public to go beyond the barrage of pink ribbon products and do more to fight the war against cancer. They asked Rule29 to help spread the message across a variety of channels, including print and televised advertising, the web, and across the city in the form of a billboard and transportation signage. A line of feet with illustrations and the words Pink Differently handwritten across the bottoms encouraged people to participate in a series of walks across the Chicagoland area—all to raise money for cancer research.