নারী তুমি দুর্বার
রুখে দাও ব্রেস্ট ক্যান্সার
NiNo Rossi - BReasT CANCER AWARENESS
APEX
Breast cancer is a leading health concern in Bangladesh, with cases rising, particularly among women aged 40 and above. Limited awareness, social stigma, and a lack of regular screening lead to late diagnoses, complicating treatment. Although efforts are increasing, specialized treatment facilities remain scarce outside major cities. Awareness campaigns and community-based screenings are crucial for improving early detection and outcomes for Bangladeshi women. While many know about breast cancer, few know how to perform a self-exam; in fact, 96 out of 100 women are unable to conduct this checkup due to the lack of visual guidance in mainstream media, hindered by social taboos and censorship.
We launched with a powerful AV featuring a breast cancer specialist demonstrating the self-check on four popular male influencers, offering women a clear visual reference. Innovating further, we introduced "Thama Mana," Bangladesh's first haptic-feedback web app guiding users through the self-check process with an option to schedule appointments via a 24/7 hotline. To drive community engagement, we hosted an open webinar with experts and KOLs, shared inspiring survivor stories, and collaborated with women-focused Facebook groups and top publishers like Daily Star and Prothom Alo for mass digital PR. Additionally, 3,600 Apex employees became digital ambassadors, conducting self-checks in specially set up booths, while rolling out exclusive packaging and employee uniforms for the campaign.
We crafted an impactful AV where a breast cancer specialist demonstrated the self-check on four well-known male influencers—each with a unique body type, offering women a clear visual reference for the self-exam. The AV used a straightforward yet powerful style to present each step, featuring Rakin, Zaki, Hamza and Dr. Afrin, leveraging the influencers' large follower bases to amplify reach and engagement.
The video sparked an astounding response and captured the attention of mass media.
The video received
almost
minutes viewed
a total of
views
over
engagement
We developed ’Thama Mana’, the nation's first haptic feedback-based web app, enabling users to perform step-by-step breast cancer self-checks and schedule appointments with doctors via a 24/7 hotline. The app used haptic feedback to simulate the textures of affected skin areas
The web-app generated
in just 2 weeks
registrations
identified potential symptoms
users
booked appointments
users
We also brought real stories to the forefront—publishing survivor journeys to inspire women to perform regular self-checks and show that breast cancer isn’t the end, but something that can be fought and overcome.
To encourage regular self-checks among women, we conducted an open webinar with KOLs and experts. For broad digital outreach, we partnered with women-focused Facebook groups and publishers like Daily Star and Prothom Alo. Additionally, 3,600 Apex employees served as digital ambassadors and performed self-checks at on-site booths. We created and shared infographic content on social media detailing how to Touch, Look, and Check (TLC) for breast cancer detection.
In addition to the AV and KV, we designed various outdoor branding materials, including billboards and in-store promotions. We also created brochures and print ads for leading dailies, as well as wearables and packaging for the brand.
The campaign generated an unbelievable result,
reaching
people
with over
engagements
It’s not every day a campaign ends up saving lives—but this one did. By breaking taboos and providing real, accessible guidance, we empowered women to take action. Over 250 lives have already been directly impacted—and the journey of saving lives has only just begun.
