Not only is there little awareness about breast cancer in Pakistan among the poorest in the country but women aren't allowed to speak openly about it. It is a cultural taboo for women to be treated for breast related issues. As a result, their silence cost 40,000 people their lives last year. To circumvent this, Tonic International Dubai created the Pink Bra, a smart bra if you would, that encourages women to self-test and can also detect breast cancer early. Really neat idea.

Client: Pink Ribbon Pakistan Foundation. Agency: Tonic International, Dubai Executive Creative Director: Cristiano Tonnarelli Creative Team: Usman Saleemi, Jaison Ben Account Manager: Tiya Fazhelbhoy Production House: Filmmaster MEA Executive Producer: Andrea Ciarla Producer: Antonio Sabatell Producer: Anna Domaneschi Director: Brian Breheny

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

Comments (2)

  • Ahmed Samy's picture
    Ahmed Samy (not verified)

    Hi kidsleepy, Thank you for spreading the word and help us to get more exposure for this work that we are proud to be a part of it, our creatives at spent too long time and effort to make it happen!

    It would be so nice if you mentioned our agency's website in the credits so people can follow more ads we are making in the future!

    Many thanks,

    Nov 13, 2016
  • kidsleepy's picture

    I completely agree. That's why I don't understand why PR companies who send our work never include the full credits list. Maybe you should work on that, too!

    Nov 16, 2016

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