Client

Pink Ribbon Pakistan

Project Title

The Pink Bra

Agency

Tonic International

My Role

Art Director

The Pink Bra

Background

Underpriveleged women in Pakistan lack even basic awareness about breast cancer due to strong cultural taboos.

Idea

We created a bra that helps women save their own lives, using the observation that women from our target audience often store money in their bras.

Execution

Tactile guides inside each pocket turn the usage of the pockets into a self-examination exercise. Illustrations inside the bra show the different steps. Distributed through a woman-to-woman movement, where upper-class women gifted a bra to their maids, nannies and workers.

Contagious.io

"The organisation has clearly thought about all steps and possible barriers that the project might face."

Maliha Bhimjee
CEO of IFG

"A revolutionary product that teaches underpriveleged women."

Maria Wasti, Actress & Pink Ambassador

"I pledge to give a Pink Bra to the women around me."