The awareness surrounding breast cancer is at an all-time high. Thanks to the many, incredibly well-crafted campaigns that has helped educate women over the years. No wonder, 86% of the women we spoke to were aware about the ‘Six-steps of self-check-up’ for signs of breast cancer. And yet, in India, breast cancer cases keep rising. Reaching numbers that renders the high awareness, ineffective. We realised that while women were educated about the ‘six-steps’ they seldom followed up on it, owing to their busy schedule, or general lack of concern. So, we took it upon ourselves to put awareness into action by changing the medium. And engage women in the moment when they were most open to the idea of breast self-examination. By doing so, we reached out to more than 3.2 million people and made our way into women’s closets.