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