Friends of Cancer Patients: #YMCASelfCare, 1

Regular self-examination is important, as early detection of breast cancer leads to 98% successful treatment*. However, 98.5% of women and men don’t know how to perform a breast self-exam. As prevention is better than treatment, Friends of Cancer Patients (FoCP) and Havas Middle East are raising awareness during Breast Cancer Awareness Month about the importance of self-check for signs of breast cancer. The Havas team discovered similarities between the moves of catchy 70s anthem YMCA and adapted them to create #YMCASelfCheck, an easy and fun self-check dance -supervised by a medical expert from FoCP- showing people how to perform self-examination through the 4 song title letters. #YMCASelfCheck
Y Raise arms in Y shape, look for skin dimpling.
M Make M shape with 3 fingers, press down to feel for lumps.
C Make C shape with palm, feel around the side.
A Make A shape with 2 fingers, feel nipples for inversions.
Influencer and entrepreneur Logina Salah was the first of many to support the #YMCASelfCheck dance, posting her video on various platforms and encouraging all her followers to do the self-check dance. Other influencers joined the cause, and with zero budget, their content generated over 2.5M impressions reaching a potential combined audience of 6M followers.