ASIA-PACIFIC – SINGAPORE, OCTOBER 20, 2011: For Breast Cancer Awareness Month this October, TBWA\Singapore partnered with Tangs Singapore to create a unique reminder to persuade women to perform regular self-examinations. As with all cancers, early detection massively increases the likelihood of breast cancer recovery and survival.
On the first weekend of the month, a specially designed and printed pad was placed into every single bra in Tangs, a prominent department store in the main shopping belt. When a woman took a bra for a fitting, she would have to remove the pad in order to wear the bra.
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The message on the pad read: “Examine yourself every month and this may be all you will ever have to remove”. On the reverse of the pad, both written and illustrative directions were printed to complete a through self-test.
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“We have a philosophy at TBWA called Media Arts. Put simply, it’s about creating and crafting messages to amplify the medium and the audience reaction,” said Hagan de Villiers, Creative Director at TBWA\Singapore. “Sometimes, you need to make a new medium, like our bra pad, because the more appropriate the medium, the more compelling and persuasive the message."
