| Title | #SUSUPORTAHANKITA |
| Brand | PHILIPPINE FOUNDATION FOR BREAST CARE, INC. |
| Product / Service | KASUSO FOUNDATION |
| Category | D02. Point of Sales, Consumer Touchpoints & In-store Collateral |
| Entrant | PHILIPPINE FOUNDATION FOR BREAST CARE Quezon City, THE PHILIPPINES |
| Idea Creation | IDEASXMACHINA ADVERTISING Pasig City, THE PHILIPPINES |
| Post Production | FART Pasig City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Third Domingo | IDEASXMACHINA GROUP OF HAKUHODO | Creative Direction |
| Brain Leuterio | IDEASXMACHINA GROUP OF HAKUHODO | Project Manager |
| Fight Ballo | IDEASXMACHINA GROUP OF HAKUHODO | Project Manager |
| Jasper Ilagan | IDEASXMACHINA GROUP OF HAKUHODO | Creative Direction |
| Kix Homo | IDEASXMACHINA GROUP OF HAKUHODO | Creative Direction |
| Rain Gamboa | IDEASXMACHINA GROUP OF HAKUHODO | Art Direction, Booth Coordinator |
| Gab Navarro | IDEASXMACHINA GROUP OF HAKUHODO | Creative Direction |
| Grey Yuzon | IDEASXMACHINA GROUP OF HAKUHODO | Copywriting, Booth Coordinator |
| Eureka dela Cruz | IDEASXMACHINA GROUP OF HAKUHODO | Video Editing |
Filipino women have the highest incidence of breast cancer in Southeast Asia. And according to recent studies, breast cancer can lead to anxiety and depression after treatment, making emotional support equally important as medical and financial support.
#SusuportahanKita (I will support you) is a collection of t-shirts that turn breast cancer scars into messages of hope, courage, and inspiration. (Susu (breast) + Suporta (Support)) Through the perfect combination of powerful insights and ingenious design, Kasuso wanted to bring forth encouragement and empowerment to all the people who will wear it. While the road towards mental stability is a long and challenging one, real and inspiring messages of love and perseverance go a long way for breast cancer patients and survivors.
To create a powerful impression while spreading positivity, Kasuso turned breast cancer scars into messages of hope and applied them as t-shirt designs. These messages were printed in the chest area to replicate the image of a breast cancer scar, only this time, it's no longer a bitter reminder, but an empowering symbol for patients and survivors. The shirts were then promoted online and sold in a pop-up store to raise funds in order to provide free mammogram checkups for women. Kasuso then invited the public to send in more encouraging messages, turning a simple digital post into a center for support for all breast cancer patients and survivors. These messages will then be turned into shirts, which will be sold to allow Kasuso to provide more mammograms.
The Kasuso shirts of #SusuporthanKita, albeit simple, was successful in using the physical scars of breast cancer to heal the scars in our spirits. The shirt design was also successful in providing a consistent and effective vessel for all positive messages while representing the campaign in a powerful fashion. Within its first month, Kasuso has already provided 24 mammogram checkups. Kasuso also plans to partner with major clothing brands to reach its target of providing 1000 mammograms by the end of 2022 Kasuso also turned its launch post into a community of supporters for breast cancer patients and survivors, turning it into an online source of strength and inspiration.