Tangs and TBWA raise breast cancer awareness

Knowing that messages have a more lasting impact if they are powerful, timely and relevant, a specially designed and printed pad was placed into every bra in Tangs department store last weekend.

When a woman removes the pad during the fitting, the message on the pad reads, “Examine yourself every month and this may be all you will ever have to remove”.

On the reverse of the pad are printed both written and illustrative directions to complete a thorough self-test.

The objective was to persuade more women to perform regular self-examinations in an effort to combat breast cancer. Early detection massively increases the likelihood of recovery and survival, as with all cancers.

Hagan de Villiers, creative director at TBWA\Singapore, said it has a philosophy called ‘Media arts’, which is about creating and crafting messages to amplify the medium and the audience reaction.

“Sometimes, you need to make a new medium, like our bra pad, because the more appropriate the medium, the more compelling and persuasive the message,” he added.