TBWA\Singapore and Tang’s create a reminder during Breast Cancer Awareness Month

To mark Breast Cancer Awareness month, TBWA\Singapore partnered with Tangs Singapore to create a unique and indelible reminder to all Singaporean women. The objective was to persuade more women to perform regular self-examinations in an effort to combat breast cancer. As with all cancers, early detection massively increases the likelihood of recovery and survival.

The team knew the message would have a more lasting impact if it was powerful, timely and relevant, and what better time to communicate with women than when they’re buying a new bra?

On the first weekend of October, 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.

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.

“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,” he added.

This communication formed an integral part of Tangs’ Breast Cancer Awareness campaign for the month of October.