MED CARE WOMEN& CHILDREN HOSPITAL
FOOTNOTE FOR THE BREAST
Breaking the silence and taboo around breast examination, Medcare and The Classic Partnership launched a ‘discreet’ campaign using pebbles stamped with a simple message telling women to check their breasts for lumps. They were placed in the shoes of women who went to mosques or prayer halls. When they returned and put on their shoes, the “lump” could be felt immediately and the message seen. The instant reaction should ideally be the same when a lump is discovered in the breast. Medcare’s Toll Free number was also stamped on the pebble.