K-Lynn: Self check-out

K-Lynn, a lingerie brand, encouraged women in the Middle East to check themselves for breast cancer and book mammogram screenings by changing its lingerie models’ poses to demonstrate how to conduct a self-check.

Campaign Summary

In the UAE, cancer is the third leading cause of death among women after cardiovascular diseases and injuries, with breast cancer being the leading cause of cancer deaths among women.

Spreading awareness around breast cancer in the Middle East is always a challenge because speaking about breast cancer openly is considered taboo, owing to the privacy around women's bodies.

The most common reason given by women for not performing a breast cancer check is lack of time.

However, Arab women spend over 60 minutes browsing online retail stores, every day. When it comes to lingerie, that time tends...

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