THE SOAP WITH A LUMP
Unilever Lux from J. Walter Thompson MumbaI
Breast cancer is the most common form of cancer among women in India and accounts for over 25% of all cancers in women. Unfortunately, women in India face a lot of inhibitions when it comes to their bodies, particularly their breasts. Getting women to check themselves for any sign of the disease is almost impossible. Something about touching themselves makes them feel uncomfortable. So, we found a way to reach them when they were at their most uninhibited. “The Soap with a Lump” alerts them to the importance of self-examination and early detection of breast cancer. In the privacy of their bathroom, the soap acts as a powerful trigger for self-examination. It reminds women to check their breasts for any deformities or abnormalities at a time when they are alone and comfortable with their bodies. A timeless beauty soap, Lux aims at making women not only feel beautiful, but ensuring their good health and well-being, too.