Philips (India): The Silent Couple

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 breast or life. Awareness about basic detection techniques like breast self-examination can help in early detection and improve survival rate by upto 90%. The challenge for Ogilvy Mumbai was to make self-breast examination an important part of a woman’s schedule. How did we do this? We reached out to the husbands to join in and spread the word to their wives. We asked them to give up their couches for 10 minutes, once a month 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.