Media

Hear what media outlets have to say about The Pink Bra.

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.

- Express Tribune

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.

- Contagious Magazine

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



A national crisis

Pakistan has the highest incidence rate of breast cancer in Asia.

1 in 9

Pakistani women are at high risk for developing breast cancer.

65%

Breast cancer cases are detected at stage 3 and stage 4 at Pakistan's major cancer hospitals.

40,000+

Lives lost to breast cancer in Pakistan, 2014-15.

Normal outside. Revolutionary inside.

Learn about the bra that saves lives.

Bra pockets

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.

Tactile testing guides

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.

Easy-to-understand diagrams

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.

Expert-designed with medical oversight

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.

Help, just a call away

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.

Sustainable fundraising model

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.

Give a Pink Bra,
save a life.

Available online, delivery throughout Pakistan.

Shop Online Now

Be part of the movement

Get in touch and do your part.

2/11 M-Block, Gulberg III, Lahore.

Download the official Press Kit for images and other content for editorial use.

Share this project and save lives.