‘Soap with a Lump’ Reminds of the Importance of Breast Self-Exams

Breast cancer is the most common form of cancer among women in India yet those who detect the disease in the early stages before it spreads can be fairly optimistic about their chances of survival—to remind women in India about the importance of regular breast self-exams, Wunderman Thompson India created Lux, the Soap with a Lump.

The bar of soap specifically helps to address the fact that “women in India face a lot of inhibitions when it comes to their bodies, particularly their breasts,” and the idea of checking themselves makes some women uncomfortable. The Soap with a Lump is a visual reminder for women to invest in their health at a time when they are alone and in the privacy of their own bathroom.



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