Pink Ribbon Pakistan
The Pink Bra
Underpriveleged women in Pakistan lack even basic awareness about breast cancer due to strong cultural taboos.
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.
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.
"The organisation has clearly thought about all steps and possible barriers that the project might face."
"A revolutionary product that teaches underpriveleged women."
"I pledge to give a Pink Bra to the women around me."