Pantai Hospital looks to bust breast cancer scares this Breast Cancer Awareness month

Pantai Hospital KL has teamed up with advertising agency Naga DDB Tribal for a new “Boo!bies” campaign in honor of Breast Cancer Awareness Month.

The campaign aims to support women by providing them with essential knowledge to detect early signs of breast cancer, in the hope of preventing health scares. “Boo!bies” is also part of Naga DDB Tribal’s “She Speaks Power” initiative, which aims at creating a community of professional women who can collaborate and learn from each other.

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The campaign featured an all-day women’s health event with a lineup of activities such as a breast education counter where experienced nurses provided complimentary breast examinations. Additionally, consultant breast and endocrine surgeon, Saladina Jaszle Jasmin, delivered a health talk and conducted a post-event session where participants could mingle and discuss breast health in greater detail.

The campaign also drew on the Halloween season with a spooky theme, including three ghost mascots that reminded people to do regular self-checks. A collection of in-house designed limited-edition merchandise such as t-shirts, tote bags, and stickers were also made available for purchase at the event.

“Early detection can save lives, but the lack of education only increases the risk of late detection. Breast cancer is undeniably a daunting subject, so the task for the team was to make it engaging and enjoyable to learn about without trivialising the seriousness of the topic,” said Farrah Harith McPherson, chief growth officer of Naga DDB Tribal.

The “Boo!bies” campaign is one of the many activations under Breast Cancer Awareness Month, which is held in October annually to promote screening and prevention of the disease.

Another such initiative was when sexual wellness brand Smile Makers produced a collection of erotic audiobooks that encourages women to touch themselves in ways that could potentially save their lives.

Titled Audioboobs, the series of short, sensual audio stories contains instructions on how to conduct breast self-examinations written as part of risque plots, enabling women to prioritise their breast health while taking charge of their pleasure.

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