Lahore, Pakistan – With 1 in 9 women in Pakistan at high risk of breast cancer and a population of 10,052,000 in 2015, early detection and education is key to dwindling the 40,000+ that lost their lives in 2014-15. However based on cultural taboo, breast cancer treatment let alone education has led to a staggering 65% of cases being detected in stage 3 and stage 4.

To help increase education and early detection, the Pink Ribbon Pakistan created and deployed the campaign, Give A Pink Bra, that helps bring education to the underprivileged and includes instructions on how to give self-exams…on the inside of the bra. The bra is designed with hidden features that help detect breast cancer early. To help with cultural bias and educate the underprivileged, the campaign targeted and engaged with upper to middle class women encouraged to buy and gift the bra to women they work around and/or in their home. Watch below to learn more about the campaign or click here .

Why does this matter:

This campaign demonstrates that regardless of market conditions or barriers there is always a way to educate a targeted population and this simple innovative idea is bringing education through a product used daily.

About the Author:

As Strategist of Innovation, Drew is charged daily with championing innovative thinking and doing. Drew is part of a global team that leads new innovative ideas that attract different advocates among existing and potential brands that are shared across all agency partners. Drew is backed by over 16 years of brand, sales and marketing experience with Fortune 500 companies such as Progressive and Nationwide Insurance as well as Founder & President of his own healthcare insurance agency for 6 years. Most recently Drew was part of the agency team that launched Briviact for UCB, Foundation Medicine as well as key roles with Eli Lilly Oncology and Johnson & Johnson.