Why is this work relevant for Direct?

Breast cancer is the most common form of cancer among women in India and accounts for over 25% of all cancers in women. While early detection can increase the survival rate drastically, women still avoid checking themselves for early signs of the disease. They face a lot of inhibitions when it comes to their bodies, particularly their breasts. Something about touching their breasts makes them feel uncomfortable and awkward. In such a situation, how do you get more women to examine themselves without feeling uptight or self-conscious?

Background

Lux has been India’s trusted soap brand for 90 years. While it has always encouraged women to embrace their beauty, it also cares about their physical well-being. Hence, it was only a matter of time before Lux did something to raise awareness for one of the biggest health concerns affecting Indian women today: breast cancer. In fact, breast cancer is the most common form of cancer in women and accounts for over 25% of all cancers. However, early detection can increase the survival rate drastically. Unfortunately, 75% women shy away from checking themselves. So, Lux decided to raise awareness about breast health and early detection, and get more women to examine themselves regularly.

Describe the creative idea (30% of vote)

In a society where it is socially frowned upon women to talk openly about their bodies or breast health, our objective was to get them to feel uninhibited about touching and examining themselves. We knew words and warnings wouldn’t be enough to do the job, so we did something more fundamental instead. We changed our product. The iconic Lux soap for the very first time was redesigned with a visible lump on it. ‘The Soap with a Lump’ is a purposeful product innovation that elevates both form and function. In the privacy of their bathroom, when women are alone and uninhibited, the soap encourages them to check their breasts for any lumps or deformities. The lump on the soap does not disintegrate with use until the very end, serving as a daily reminder for self-examination. A soap that keeps you clean and beautiful, can also help save your life.

Describe the strategy (20% of vote)

Breast cancer is the most common cancer among women in India and accounts for over 25% of all cancers in women. Late detection is known to reduce the survival rate drastically. What better way to alert women to the importance of early detection, than when they are in the shower. Lux, one of India’s oldest and most-trusted beauty soaps, used the sense of touch, and the shape of its product to initiate self-examination. ‘The Soap with a Lump’ was designed to be placed in the most intimate setting of the shower, where every woman can inspect herself without hesitation, and check for lumps on her breasts. A soap used by millions of women can now help save their lives.

Describe the execution (20% of vote)

‘The Soap with a Lump’ in collaboration with the Indian Cancer Society, began as a pilot project in Maharashtra. The soap was distributed to women through its various screening camps. After the pilot project, ‘The Soap with a Lump’ is now being extended to all 29 states of India. It will be distributed in leading cancer hospitals, awareness workshops, marathons, and other community programs organized by the Indian Cancer Society. A timeless beauty soap, Lux not only makes you feel beautiful, but also ensures your well-being.

List the results (30% of vote)

The Soap with a Lump was never meant to be used for retail. So, the campaign didn’t have a direct impact on the brand ‘s revenue or sales. However, it did start a much-needed conversation about breast awareness and early detection. Within 24 hours of its launch, ‘The Soap with a Lump’ garnered 86,687 impressions with a global reach of 9.4 million on social media. It caught the attention of international media, global marketeers, and several online publications. Many brands, including our competitors, applauded the idea. Within a few months, the Indian Cancer Society helpline saw a 27% increase in enquiries about breast awareness and health from women. ‘The Soap with a Lump’ has also inspired many global marketeers to reach out to Lux for possible future collaborations.

Please tell us about the cultural insight that inspired the work

It’s difficult to openly talk to women in India about breast health. A patriarchal society burdens them with a sense of shame and guilt for making themselves priority. Also something about touching your breasts makes women feel inhibited and uncomfortable. This has led to an increasing number of undetected breast cancer cases. Lux, India’s popular beauty soap, found a way to overcome this hesitation and encouraged women to examine themselves. In the privacy of their bathroom, ‘The Soap with a lump’ acted as a powerful trigger for self-examination. Thereby enabling early detection.