Lux, India’s most well-known soap brand, developed ‘The Soap with a Lump,’ a campaign that engaged the help of Unilever and Wunderman Thompson to aid in the early detection of breast cancer. The well-known soap has been modified to be more distinctive. There was a visible lump on it. Even while showering, the innovation encourages ladies to check their breasts for any anomalies. There isn’t a better time to urge ladies to check their breasts than when they’re alone in their bathroom, away from the prying eyes of others.
Unilever and Wunderman Thompson partnered with technical experts, designers, soap producers, and a top cancer oncologist to develop the first-ever soap that uses sensation to help women and be on the lookout for indications of something unexpected.
This drive was held in cooperation with the Indian Cancer Society (ICS) at a breast cancer screening camp in Vasai, Maharashtra. Women of varied ages received the soap and a booklet that informed them on the importance of breast care. Collaboration with the Indian Cancer Society is one of the attempts to increase breast cancer information and understanding among Indian women.
Unilever’s Executive Vice President of Global Skin Cleansing, Samir Singh, commented on the programme, “This initiative is personal. Everything about it and the people involved in bringing it to life – across Unilever/Lux, Wunderman Thompson and the Indian Cancer Society is personal and done with the sole objective of increasing awareness about breast cancer. The moment of the shower is quiet, private and reflective.
A moment where we want to encourage women to think about beauty holistically and what that entails not just for their appearance but also for their health – by helping them do a quick check for early signs of breast cancer, a disease whose cure is contingent on early detection. That’s the power of a humble bar of soap. That’s the power of creative thinking integrated into a business with purpose. We feel very strongly about this innovation and its potential to have a lasting impact!”
Tista Sen, Regional Creative Director, Wunderman Thompson, South Asia, adds, “A human truth is what drives a simple idea, and this is amply evident in the Soap with a Lump. Women are alone in the shower when they are bathing, and this is an ideal moment to alert her to check her breasts for any abnormality. Breast cancer, when detected early, can help save a life.
And the soap you use to bathe can help. Beauty is not one dimensional but embraces everything that encourages a woman to take charge of her life and body. And it is this belief that encourages Lux to start a conversation that originates in the shower but eventually becomes a rallying cry for women across the world.”