A necessity met with innovation is saving lives and destroying a toxic taboo.
Sheila Shayon - Brand Channel
Empower(s) women to detect breast cancer at an early stage.
A simple idea can save lives. We need business to join the #giveapinkbra movement.
Ishrat Hyatt - The News
An innovative solution that overcomes cultural taboos and helps women save their own lives.
Bala Menon - CanIndia.com
It’s a beautiful concept and kudos to the team for making this happen in Pakistan.
Sophiya Anjum - Host at Radio1
Although the immediate target of the campaign is women from Pakistan, its message is universal.
Sharmila Dhal - XPRESS / Gulf News
The organisation has clearly thought about all steps and possible barriers that the project might face.
If you don't feel very confident in conducting your own breast examination at home, don't worry, you're not alone.
Leah Simpson - PopSugar
Pakistani women are at high risk for developing breast cancer.
Breast cancer cases are detected at stage 3 and stage 4 at Pakistan's major cancer hospitals.
Lives lost to breast cancer in Pakistan, 2014-15.
Due to the lack of pockets in shalwar kameez, a common behavior exists within our target audience: they keep their money in their bra. Therefore, we equipped The Pink Bra with pockets to make our product attractive to their specific needs, opening the conversation to breast cancer through a small daily ritual.
Strategically placed tactile guides on the insides of both bra pockets use special raised printing techniques to create a self-test opportunity every time women use the pockets of the bra.
Designed to be suitable for local sensibilities, we created detailed illustrations on the inside of the bra that make it simple for women - even those who are illiterate - to understand how to perform self-examinations. The most essential exercises are outlined through the abstract illustration style.
We worked with a top illustrator, bra manufacturer, retailers, and numerous other stakeholders to develop the perfect designs, all under the oversight of one of Pakistan's leading breast cancer experts, Doctor Rufina Soomroo.
We made sure that women who find any signs of cancer are not left alone to deal with the consequences. Whenever they find something, they can call a number dedicated to providing free guidance on how to test, get free or reduced-cost treatment, and ensure issues like finances, transportation and literacy don't get in the way of cancer detection.
We developed a sustainable model whereby donations for the bra will continue funding the creation of more bras. By increasing the cost of purchasing a bra to give to someone, we can ensure that others who don't have someone as generous as you in their lives can also recieve one, and that the production cycle can continue reliably.