Media: Interactive
Media: DM
Category: Health & safety
Client: Pink Ribbon Pakistan
Agency: Tonic International Dubai
Country: United Arab Emirates
Executive Creative Director: Cristiano Tonnarelli
Art Director: Usman Saleemi
Copywriter: Jason Ben
Account manager: Tina Fa
Pink Ribbon, Pakistan campaign created by Tonic, Dubai
An innovative bra that helps underprivileged women in Pakistan detect breast cancer early, overcoming cultural taboos. The Pink Bra turns the everyday action of slipping money inside the bra into a breast cancer self-examination exercise.