Breast Cancer Foundation creates rendition of song 'Ibu' specifically for Malay women

Breast Cancer Foundation (BCF), in collaboration with DDB Group Singapore, has unveiled a stirring rendition of P. Ramlee’s iconic song, 'Ibu', transforming it into a powerful anthem to propel the fight against breast cancer. In a moving tribute that honours mothers' selfless love, the campaign titled 'Voices for Ibu' strikes a chord to increase breast cancer screening uptake among Malay women. The poignant reworking of the lyrics underscores the importance of self-care and early detection.

The campaign is a response to the alarming statistic that less than 20% of Malay women in Singapore undergo mammograms, despite the fact that one in 13 women will face a breast cancer diagnosis in their lifetime. 'Voices for Ibu' seeks to break down barriers and encourage screenings, particularly among older Malay women.

The five-minute tribute, featuring a compelling ensemble of celebrities, survivors, caregivers, and community members, was unveiled during the 16th annual Pink Ribbon Walk, aligning with Breast Cancer Awareness Month.

https://www.youtube.com/watch?v=SnH3uEwlQC4

"Ibu is more than just a song; it's a tribute, a clarion call, and a testament to the power of art and culture in shaping behaviour. Its message transcends language and age, resonating deeply with anyone who experiences it. By transforming this timeless classic, we hope to inspire change, encourage early detection, and unite communities in the fight against breast cancer," said Vinod Savio, chief creative officer at DDB Group Singapore.

Campaign highlights include the personal stories of those affected by cancer.

Adeline Kow, General Manager of BCF, emphasised the campaign's message, "Early detection can rewrite the story for many families. We hope this video will resonate and motivate viewers to prioritise their health by getting mammograms."

Supporting the initiative is a microsite with the full performance and lyrics in multiple languages, stories of hope, and information on scheduling affordable screening appointments through the Community Mammobus Programme, which is supported by BCF.

Additionally, the relaunch of BCF.org.sg, in partnership with Tribal Worldwide Singapore, offers a comprehensive digital hub for breast cancer patients and caregivers, providing resources, advice, and a supportive community.