AÑO
2021
CATEGORÍA
Cuerpo
OBJETIVOS
Salud y bienestar, Educación de calidad
PAL. CLAVE
Breast cancer, India, women’s health, awareness, Self-care
PAÍS
India
CRÉDITOS
Wunderman Thompson
LINK
https://www.hul.co.in/news/news-and-features/2019/lux-the-soap-with-a-lump.html
The Soap with a Lump
An initiative to help detect Breast Cancer in India.
75% of women in India shy away from checking themselves for signs of breast cancer. Something about touching their breasts makes them uncomfortable. Lux wanted to find a way to encourage self-examination, so it redesigned its product. The Soap with a Lump alerts women when they are in the shower and uninhibited. In collaboration with the Indian Cancer Society, The Soap with a Lump was introduced to women through screening camps. It started a conversation about self-examination and is now being extended across India through ICS initiatives.