The B Word sets out to redefine how the word “breast” is used in Singapore today, boldly confronting the stigma, in order to get people talking about Breast Cancer.

“Breast” is a taboo word in Singapore and people think that saying the word is stepping out of line and make them sound offensive. We show people the absurdity of the stigma through a social experiment, digging into their thoughts and motivations, highlighting its repercussions and how it deters them from ever broaching the important subject of Breast Cancer.

We rally for people to respond on their own social media accounts, creating a movement that is inclusive and organic, something that Singaporeans can feel for and want to be a part of. We create a call-to-action that involves tagging their friends online, so that participation leads to an amplification of the campaign.

The campaign launched two weeks prior to the Breast Cancer Awareness Month, gaining traction and reaching its peak during mid-month.

We seed our social experiment video online, highlighting the stigma, showing how it hindered the cause, and rallying for people to say “breast” for Breast Cancer awareness. We then amplify the campaign through various channels including OOH media in trains sponsored by the Land Transport Authority of Singapore, bus stop shelters and digital panels sponsored by Mediacorp Pte Ltd.

We sustain the campaign by getting on the streets with a Street Portraiture and Interview project that reflects public opinion on saying “breast”, as well as video interviews with Breast Cancer survivors, their family and friends on how they dealt with the stigma on the word.

These efforts point people to our microsite that serve as a one-stop portal for the campaign with a gallery of video responses from the public.

Positive response poured in from the public, more than half of them men and youngsters, who said the word “breast” for Breast Cancer awareness on their social media accounts.

The campaign video had 160.9K reach and 62.8K views on Facebook, with 43% increase in viewership by males and the below-18-year-olds; outperforming regular posts on the BCF Facebook page by 1400%!

The campaign garnered $600K worth of media value with over 70 pieces of media coverage.