MullenLowe Singapore + Smile Makers encourage women to touch themselves through Audioboobs series for Breast Cancer Awareness Month
Sexual wellness brand Smile Makers has collaborated with MullenLowe Singapore to produce a collection of erotic audiobooks that encourages women to touch themselves in ways that could potentially save their lives.
Titled Audioboobs, the series of short, sensual audio stories contains instructions on how to conduct breast self-examination written as part of the risque plots, enabling women to prioritize their breast health while taking charge of their pleasure.
Worldwide, breast cancer is the top killing cancer for women. Despite the critical importance of early detection, few women actively attend medical screenings or do breast self-examination at home. In the US, screenings have steadily decreased, with at least 1.1 million women missing their screenings in 2021 during the Covid-19 pandemic. In the UK, more than 47% of women reported not to check their breasts regularly. Only 31.1% of Singaporean women screened themselves for breast cancer in 2021.
Smile Makers Head of Brand Samantha Marshall, said: “Discussions around breast self-examinations remain taboo or overlooked for so many of us who are often busy managing personal and professional responsibilities. To encourage people to put themselves first, by also coming first, we have merged breast and sexual health in this revolutionary approach to make the process of self-examination an enjoyable and empowering experience. Our free audiobook collection will provide a safe, comfortable and intimate space for women and others to explore their bodies while reminding them of the importance of regular self-examinations for breast health.
“As someone who carries the BRCA1 genetic mutation, I know all too well the health risks of breast cancer and how early detection or prevention can save lives. We’re told boob checks should be a monthly thing, and I hope these sexy stories can help build it into our routine. I, for one, will be seeking pleasure more than just once a month!”
Released weekly on Spotify, the first story in the series of five A Galaxy of Our Own is now available, while the second story Chest of Secrets will be available on 1 November. Smile Makers collaborated with creative agency MullenLowe Singapore and production house Nacho Usual Collective to produce Audioboobs.
MullenLowe Singapore Copywriter Liyana Hidhir, said: “We are delighted to work with Smile Makers for Audioboobs and further their brand’s mission to normalize the perception of female sexuality, while advocating for breast cancer awareness, a very important cause. Breast cancer is the world’s most prevalent cancer, affecting millions of women around the world. Early detection is key to effective treatment, which is why we hope the release of this audiobook series can help women look out for their own breast health in an easy, convenient and pleasurable manner. Furthermore, we hope to destigmatize conversations about women’s health and promote a culture of proactive self-care.”
The stories are written to be inclusive and queer-friendly, with story content covering different sexualities across the spectrum. They feature theater artist Mabel Yeo in her first foray into voice acting.
Smile Makers is a female sexual wellness brand committed to destigmatizing sexual health.