Wanting to promote their Breast Care Clinic to black and Hispanic women in Harlem, St. Luke’s-Roosevelt Hospital asked MDesign to develop a back-lit poster and related flyer that would describe the center and appeal to both distinct groups. The black background was chosen so that when the poster was lit from behind, it would be the informational copy that was displayed most prominently; it would also work nicely for the printed flyer, separating it out from other materials. Finding artwork that would resonate with both audiences was fascinating and time-consuming; there were many potential images, but most appealed to one constituency and not the other, and the project had to appeal to both.We were ultimately rewarded with a beautiful photo of a wood carving that was trans-cultural and had the added benefit of displaying a woman’s body in a way very similar to that used for self-examinations of the breasts. The poster and flyers were distributed throughout the area and contributed to a marked increase in clinic business and awareness.