The campaign by DDB Singapore plays on the care female shoppers take when selecting pieces of fruit. Small stickers with the question "Do you check your breasts as carefully?" have been pasted on oranges at one of the branches of Singapore's largest supermarket chain, NTUC FairPrice. All sales of the fruit will go towards the foundation.
The annual Breast Cancer Awareness Month is supported with posters espousing breast self-examination. DDB also designed pink ribbon brooches which are being deployed in return for donations.
Neil Johnson, executive creative director of DDB Singapore, said that the campaign has refocused attention onto the foundation's cause. The campaign will run throughout November.
Fruity campaign to raise awareness of breast cancer care
The Breast Cancer Foundation has launched a low cost but to-the-point campaign aimed at housewives and stressing the importance of self-care.