MED CARE WOMEN& CHIL­DREN HOS­PI­TAL

FOOT­NOTE FOR THE BREAST

Campaign Middle East - - NEWS -

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.

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