FCN Creative – Flock and LovePink turn street food wrapper into a life-saving message

FCN Creative – Flock, in partnership with LovePink Indonesia, has turned an everyday snack into an extraordinary awareness campaign with a cheeky and innovative twist. By reimagining one of Indonesia’s beloved street foods, the “kue tete” (popularly nicknamed the “boob cake” due to its breast-like shape), the campaign creatively promotes breast cancer awareness and early detection.

Instead of the standard wrappers, the campaign introduces a bold innovation: kue tete wrappers that double as breast cancer self-check guides. Playful and vibrant, the wrappers feature simple illustrations demonstrating how to check for lumps, dimples, nipple discharge, and other early warning signs of breast cancer, cleverly using the kue tete as a visual example.

“No lectures, no jargon, just practical steps in an unexpected and memorable way,” said Lila Talitha, Group Executive Creative Director at FCN Creative – Flock. “We wanted to transform something as familiar as street food into a powerful tool for health education, making the message accessible and engaging.”

The campaign rolled out across various street food hubs in Jakarta and quickly garnered attention for its creativity and boldness. This innovative effort was recognized at Citra Pariwara 2024, earning multiple accolades:
● Gold in Media – Innovative Use of Print
● Silver in Citra Pariwara For Good
● Bronze in OOH – Others

These wins highlight FCN Creative – Flock’s ability to merge cultural insights with impactful messaging to address critical issues. By turning an everyday snack into a life-saving tool, the campaign underscores the importance of creativity in driving social change.

“Awards like these validate the potential of creative thinking to make a real difference,” added Lila Talitha. “We’re incredibly proud to see how this campaign resonated with both the public and the industry.”

This initiative is part of a broader commitment by LovePink Indonesia and FCN Creative – Flock to leverage innovation for meaningful impact. As they say, sometimes the simplest ideas have the greatest power to change lives.