Every year in India 1,00,000 women are detected with breast cancer. But in most cases delay in detection leads to either loss of a breast or life. Awareness about basic detection techniques like breast self-examination can help in early detection and improve the survival rate by up to 90%.
The challenge for Ogilvy Mumbai was to make self-breast examination an important part of a woman’s schedule. So they reached out to the husbands to join in and spread the word to their wives. Husbands were asked to give up their couches for 10 minutes once a month and do one chore their wife does and instead ask her to follow breast self-examination! The film is a part of an integrated social awareness campaign.