Breast cancer is the ‘queen cancer’ when it comes to cancer related mortality amongst women.

Shockingly, one in every five.

Feeling for lumps is a very key concept when it comes to detecting breast cancer at an early stage. And contrary to popular belief, educated and urban women are equally ignorant about the concept of self-examination. We wanted to change that.

Max healtchare took up this initiative to get women to be more aware and change the prediction that by 2020 the cases of breast cancer in India will be more than 2 lac a year. And this started as a urban phenomenon but the tier 2 cities are equally affected.

We wanted to pose an intervention and educate urban women so we went where they go. This poster was put up in Max Hospital and women centric places like jewellery and designer stores.

Design wise the eyes also represented breasts. This poster design wise actually has different connotations but all come together to make this minimalist design poster:

1) The circles at first look are eyes which are printed with black ink. It's almost as if the eyes are closed.

2) When you rub your hands over it, the eyes on the poster metaphorically speaking can see and so can your eyes see the message.

3) Rubbing your hands over it is like how you detect lumps, so the process is the medium. And the eyes in a way also represent breasts.

These posters were screen printed with the eyes in the reveal phase. The eyes were then coated with Thermochromic ink and we had to experiment to see how many coatings it would take according to the ambient temperature. It took 5-6 rounds to perfect.

What we set out to do we achieved, we weren't looking at big numbers. We managed to push up the image of Max Healthcare and it being a wellness brand it added back to the core value of the brand.

Through these posters we reached out to over 1500+ women and the number keeps increasing.

We were informed a lot of patients(and their relatives) at the hospital where the activation took place called up the concerned person to know more about self examinations. We got over 100 such enquiries.

We weren't looking at sales or hard targets, the idea was to do social good and Max to be seen as a socially responsible brand, which we achieved.