#KCA20
Breast cancer is the most common cancer affecting women in India. While early detection can improve survival rates, most women shy away from checking themselves for abnormalities. They feel awkward and inhibited about their bodies, particularly their breasts.
Lux wanted to find a way to encourage self-examination in a discreet manner. So, we redesigned our soap to have a visible lump on it. ‘The Soap with a Lump’ acts as a daily reminder for women to check themselves in the most intimate of settings: the shower.
‘The Soap with a Lump’ in collaboration with the Indian Cancer Society was distributed to women through screening camps in Maharashtra. Within 24 hours, it garnered 86,687 social media impressions with a global reach of 9.4 million. Within a month, the ICS helpline recorded a 27% increase in inquiries about early detection.
A soap that makes you feel beautiful, can now help save lives.