Lux redesigned its soap bar to retain the shape of a lump throughout its use — a daily reminder for women to check themselves for breast cancer.
Distributed at screening camps in Maharashtra, it drove a 27% jump in helpline enquiries about early detection.
1. How Lux cleverly reminded women to check themselves for Breast Cancer.
2. Lux redesigned its soap to give women a daily reminder to check their breasts whenever they took a shower. The soap was designed to retain the shape of a lump throughout its use, reminding women on every use.
3. Lux distributed The Soap with a Lump to women at screening camps in Maharashtra. Each pack came with a helpline and a leaflet guide that taught women how to perform the self-exam.
4. The results: The helpline number saw a 27% increase in enquiries from women about breast cancer and early detection.
