Breast cancer affects everyone, it does not distinguish between status or gender. Because the campaign is aimed at a broad audience, our primary targets are under-privileged communities which account for 80% of the population. We had to find one commonality and that is, everyone buys fresh produce and checks soft fruits for their ripeness.

In light of this we developed a simple idea, using a sticker placed on fruit to make breast cancer more tactile. This creates an analogy between feeling fruit for its ripeness and feeling breasts for cancer.

Support for the stickers to further heighten awareness includes:

30" TVC, in-store posters and flyers demonstrating how to do a self-assessment.

This ongoing campaign is generating the much needed awareness, which is helping us break through various stigmas; in response more people are contacting the foundation and booking a free mammogram, which means we are able to assist them at an earlier stage and also create a credible and tangible database for South Africa.

• On average 19,349 women per month were in contact with the foundation.

• We detected 1,932 lumps / breast issues

• Of the 1,932 lumps 636 were malignant