Background

In India, women face a lot of social inhibitions when it comes to their bodies, particularly their breasts. Living in a society that hesitates to talk openly about breast health, makes it difficult to detect breast cancer in its early stages. Getting more women to examine themselves for any signs of the disease is almost impossible. ‘The Soap with a Lump’ alerts them to the importance of self-examination and early detection of breast cancer. In the privacy of their bathroom, the soap acts as a powerful trigger for self-examination. It as a reminds women to check their breasts for any deformities or abnormalities at a time when they are alone and uninhibited. A timeless beauty soap, Lux aims at making women not only feel beautiful, but ensuring their good health and well-being, too.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

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.

Describe the creative idea

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

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

‘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.

Describe the results / impact

‘The Soap with a Lump’ in collaboration with the Indian Cancer Society (ICS) was never meant to be used for retail. So, the campaign didn’t have a direct impact on the brand’s revenue or sales. It was first distributed to women through ICS screening camps in Maharashtra. The campaign is now being extended across India and will be distributed through awareness camps, in leading hospitals, and through ICS community programs. 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. Within a month, 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.