MUMBAI, INDIA — Wacoal India, a premium lingerie brand from Japan, is taking a stand in the fight against breast cancer this October — marked as the month of Breast Cancer Awareness every year — by bringing forth its remarkable campaign, #WacoalKnowsBreast.
According to statistics, every four minutes, a woman is diagnosed with breast cancer — making it the most common cancer occurring among women globally and in India. With breast cancer accounting for 14% of cancers in Indian women annually, nearly 1,80,000 women are diagnosed with it in the country, and around 90,000 women die of the disease each year.
Bearing this in mind, Wacoal’s #WacoalKnowsBreast campaign is designed to educate and raise awareness among women from all walks of life about the importance of early detection, diagnosis, and treatment of breast cancer. And in line with this thought process, the brand has conceptualized the three-finger gesture for the campaign by placing the right hand on the left chest and showing the number 3 with one’s fingers. This stands for the three-finger self-test one can do to check their breasts for lumps and also for the alphabet ‘W’ in Wacoal.
Additionally, as part of this campaign, the brand has also partnered with the Cancer Patients Aid Association (CPAA), a non-profit organization addressing cancer through its distinctive philosophy and framework of “Total Management of Cancer,” to donate a portion of funds generated from its October sales. Like every year, this year too, Wacoal will donate ₹10 on the purchase of every bra (yielding from its online and offline stores across the country) to support the CPAA.