Street food saves lives: 'Kue Tete' wrappers tackle breast cancer awareness in Indonesia

In an innovative collaboration between FCN Creative – Flock and LovePink Indonesia, one of the nation's beloved street foods, the "kue tete" (fondly nicknamed the "boob cake" due to its resemblance to a breast), has been transformed into a powerful tool for promoting breast cancer awareness.

The campaign replaced the traditional "kue tete" wrappers with custom designs featuring simple, illustrated self-examination guides. These playful wrappers teached women how to check for lumps, dimples, or discharge, cleverly using the shape of the snack itself as a visual tool. The campaign's distribution model maximised its reach, said the agency.

Through a partnership with a network of "kue tete" sellers managed by a distributor, over 1,800 street vendors circulate 130 custom wrappers daily, reaching an estimated 234,000 people every day. The sellers traverse both urban centres and underserved areas, ensuring the message reaches women who might otherwise lack access to critical health information.

The campaign's genesis was sparked by an everyday moment of inspiration. "It all started when Bri, a member of our team, spotted a boob cake by the roadside," explained Lila Talitha, group executive creative director at FCN Creative – Flock. "She had a realisation: why had no one ever used a boob cake to explain breast cancer? It's a widely recognised symbol, so why not leverage it to represent the issue itself?"

The team quickly connected with LovePink Indonesia, a breast cancer advocacy group, and discovered a gap in campaigns targeting lower-income women. "Most breast cancer campaigns seem to target middle and upper-class markets," Talitha told MARKETING-INTERACTIVE.

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"We aimed to go beyond surface-level outreach by digging deeper to understand the root causes of this issue and finding innovative ways to bridge the knowledge divide," she added. LovePink embraced the idea, integrating it into their annual Octobreast campaign in October 2024.

The response were overwhelmingly positive. Women across Jakarta praised the campaign for its accessibility and relevance. "By tapping into their love for everyday snacking and the simple joy of cheap entertainment, we turned a mundane activity into an opportunity to provide critical education and awareness," Talitha said.

The campaign addresses a significant gap in breast cancer awareness in Indonesia, particularly among non-digital natives. Through innovative storytelling, FCN Creative – Flock and LovePink Indonesia transformed a beloved snack into a life-saving campaign, proving that sometimes the simplest ideas can have the most profound impact.

"This philosophy extends beyond large-scale campaigns and is deeply embedded in FCN's daily operations. At every level, from brainstorming sessions to final executions, the team is encouraged to pursue ideas that are not only innovative but also driving social change and culturally resonant," Talitha concluded.

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