A Unique Breast Cancer Awareness Initiative Featuring Transgender Women
Stirred Creative and its client, HCG Oncology, recently collaborated with the members of the transgender community to run the "Love Your Breasts. Or Lose Your Breasts." campaign. This unique campaign created a movement to spread awareness on the importance of breast health among women in Bangalore, India.
Transgender women are women not by birth but by choice. That is why they fiercely protect every aspect of their femininity, including their breasts. This makes them the perfect spokespersons to talk to all women about the importance of breast health and regular screening for breast cancer. Having transgender women deliver the message also had the added advantage of portraying them as positive role models, not as objects of ridicule, the way popular culture usually portrays them.
The breast-cancer-awareness campaign included billboards, a film featuring Reshma, a transgender woman, the launch of the HCG Breast Cancer App, and several on-ground activities. You can take a closer look at our campaign by visiting bit.ly/BreastCancerAwarenessStirred. The campaign was well received by the women in Bangalore and was widely covered by the local media. The campaign was also featured by a popular social media publisher, The Logical Indian, generating a lot of reader engagement and awareness. The post can be viewed at bit.ly/TheLogicalIndianPost.
View this video on YouTube
A film on breast cancer awareness featuring Reshma, a member of the transgender community.
Share This Article
