For some of you it’s hard to imagine, but there are people who find it difficult to speak out the word breast. That seems so in Singapore. The B word makes many Singaporeans feel uncomfortable.
That discomfort is used in the latest campaign from the Singapore Breast Cancer Foundation. In an online survey with 300 respondents in Singapore, 1 in 2 Singaporeans think there is a stigma attached to the word Breast. The foundation took to the street for a little experiment and got a number of people to say the word to us, capturing their candid react. The video above is the result of this social experiment.
The infographic at the end of this post sums it up well:
Because early detection can save lives.
Because 9 in 10 people with Breast Cancer have no known family history of the disease.
Because it is the most common cancer among women in Singapore.
The campaign consists of two phases. Phase 1 is the awareness video. On Facebook it is often shared.
And this is the launch of the campaign on Instagram:
"Breast" seems to be a rather taboo word in our conservative society, but in order to broach the critical subject of breast cancer awareness, it is the first word we need to say. Say "breast", and #breast #bcfsg while tagging 3 friends to do the same to support breast cancer awareness. #breast #bcfsg @sgcancersociety @muttons @fatboyssg #breastcancer #breastcancerawareness #pinkribbon #wearthepinkribbon #missionpinkpossible
The second phase is planned for October, Breast Cancer Awareness. The audience is asked to participate by using the B word simply by posting a Video Selfie of themselves saying “Breast!”. That makes the name of the campaign: Say #Breast. Save Lives.
(#Breast could be a tricky hashtag. I’m not sure what to think of it.)
Agency DDB Singapore