A REMARKABLE INSIGHT
In Pakistan an average of 40,000 women lose their lives yearly due to breast cancer – the highest reported number of incidences in Asia. A result of the lack of awareness and cultural taboos surrounding conversations about breast treatments. Pink Ribbon Pakistan needed to find a way to reach underprivileged women and educate them about the signs of breast cancer.
THE POWER OF PINK
The Tonic team collaborated with Pink Ribbon Pakistan and came up with a unique solution that integrated local insights and a touch of creativity.
Introducing the Pink Bra.
The idea behind the bra was fairly simple: To help women detect breast cancer early by turning the action of slipping money inside the bra into an act of self-examination.
The idea had one loose end though. Ensuring that the distribution of the bra to underprivileged women in the country would be done discreetly.
BREAKING THE TABOO, DIGITALLY
Tonic International moved the conversation to the digital world.
MAKING A DIFFERENCE
Taking the campaign to social media instantly sparked a conversation about the taboo that women had been living with in Pakistan, and urged middle to upper class women to discreetly gift the Pink Bra to the underprivileged women working around them.
The simplicity and effectiveness of this project also garnered support from Pakistani influencers and actresses including, Sanam Saeed and Maria Wasti, who contributed to the Pink Bra campaign by raising awareness on their personal handles.