Hindustan Unilever's soap brand Lux has unveiled a campaign that alerts women to the importance of breast examination with a simple product idea.
The soap has been redesigned with a difference -- it has a visible lump on it. ‘The Soap with a Lump’ is a product innovation that encourages women to examine their breasts for any abnormality, while in the shower.
The bar of soap dissolves over time, but the lump does not. Unilever and Wunderman Thompson collaborated with technical experts, designers and a leading cancer oncologist to design the soap that uses touch to help alert women, to be on the lookout for signs of anything irregular.
This initiative was presented at the breast cancer screening camp conducted by the Indian Cancer Society (ICS) at Vasai, Maharashtra. Women of different age groups were given the soap along with a leaflet that educated them on the importance of breast awareness. Future plans include a collaboration with the Indian Cancer Society (ICS) in spreading breast awareness and education among women across India.
Commenting on the initiative, Samir Singh, EVP, global skin cleansing, Unilever, said, “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."
He added, "The moment of the shower is a quiet, private and reflective moment. 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."
She added, "Beauty is not one dimensional but embraces everything that encourages a woman to take charge of her life and her 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.”
Client: Hindustan Unilever
Team: Samir Singh, Kavita Nalawade, Shabad Pratihast, Carina Chopra
Agency: Wunderman Thompson Mumbai
Creative: Tista Sen, Ashish Pathak, Simone Patrick, Aindrila Chatterjee, Chandni Kapoor,
Account Management: Kishore Tadepalli, Sana Patel