The ladies at Salon Pink have chosen a “festive” campaign to highlight breast cancer awareness month.

Wearing a custom T-shirt with a pair of breasts pencilled crudely across the chest, salon manager Janika Roberts said: “The comments have been quite comical, mainly from gentlemen.

“We chose this image because we wanted it to be a little bit jarring and a little bit shocking, to encourage conversation with people when we’re all out running to get lunch and things like that.”

The eponymous salon, named after owner and senior stylist Pinky Emery, will celebrate its fourth anniversary in November.

“While over the years it’s been your typical donation box, this year we thought we’d be a little bit more philanthropic and launch a campaign for the month of October,” Ms Roberts told The Royal Gazette.

“We have actually always geared toward breast cancer. Salon Pink — it just went hand in hand.”

The campaign, aptly named “check your boobies”, will run every week in October with the all-female staff wearing the T-shirts on Thursdays, Fridays and Saturdays.

Clients and passers-by can also write inspirational notes, words of encouragement or “in memory of” on the back of each pink donation card and, at the end of the month, Bermuda Cancer and Health Centre will display the cards in their facility.

Ms Roberts said that so far they’ve had some “enthusiastic” responses with many clients asking if they can purchase the shirts. “It’s been such a hit,” she said.

Ongoing blog posts on the company’s web page share myths and facts about breast cancer in a bid to help educate people about the disease.

“We’ve learnt quite a bit,” Ms Roberts said.

“The disease doesn’t see race or age or even gender, for that matter, because men also can get breast cancer.”

Every Friday the salon, on Parliament Street, will serve pink champagne and treats provided by Kamilah Cannonier of Sweet Saak bakery and pink cookies made by Clydelle Brangman.

“We’re trying to do it in a fun festive sort of way, not to be so humdrum, down in the dumps and so serious,” Ms Roberts said.

“We want to encourage awareness overall.”