Don't Sleep on it
Women in Saudi Arabia are not in the habit of doing breast cancer self-examinations on a regular basis. Although it helps detect cancer early and save their life. As a result, breast cancer is the second leading cause of death in the Kingdom.
We used the IKEA ‘Kransborre’ cushion, already designed to look like a breast because it is round and pink, as a direct mailer. We turned it into a self-care cushion and we gave it to every Saudi woman during breast cancer month, to keep in her house all year long. The cushion still functioned as it should, but had a lifelike lump added inside it – a daily reminder that breast cancer is detectable and we all need to just pay attention.
64,600 tests conducted during the month of October 2021
233 early detections / future survivors
3.1 million reach
20.7 million earned impressions
