Mumbai: SBI Life Insurance and WATConsult, an Isobar company & hybrid digital agency from dentsu India, has launched an interactive platform titled ‘Breast Care Confidence’, to promote self-breast examination. For the record, the initiative is an extension of the brand’s unique ‘Thanks a Dot’ initiative launched in 2019.
Breast cancer is one of the most common diseases, which is largely overlooked due to a lack of awareness around the self-breast examination. According to the Union Health Ministry, around 20% of breast cancers are detected by physical examination but unfortunately, only 38% of women regularly undergo self-breast examination. Further, studies indicate that 1 in 28 women are likely to develop breast cancer during their lifetime making it even more essential for women to self-examine. Hence, the primary objective of the initiative is to create awareness around the importance of ‘self-care’ among women and make ‘self-health’ a priority.
Through this innovative display platform, a unique symbol is created for breast cancer action called ‘Breast Care Confidence’ that suggests the likely steps for regular self-breast examination. Whenever the symbol is spotted and interacted with on the internet, it opens into a unique scratch card specially designed to teach basic steps to perform self-breast exanimation. Generally, scratch cards are unlocked with any minimal screen interaction, however, the Breast Care Confidence scratch cards unlock only when a user scratches the banner in the direction which is similar to that of the actual self-breast examination motion. Once the user interacts with SBI Life’s Breast Care Confidence scratch card correctly, it educates women about this life-saving movement and the importance of self-breast examination.
Speaking about the innovation, Ravindra Sharma, Chief of Brand, Corporate Communications & CSR, SBI Life Insurance said, “Women in our country have always prioritized the health of their loved ones, often ignoring their own health. Breast Cancer is one of the most common health issues amongst women but is grossly overlooked. Through our ‘Thanks a Dot’ initiative, we aim at making the topic of ‘self-care’ and ‘breast cancer’ more approachable. SBI Life’s innovative Breast Care Confidence scratch cards educate women on basic self-breast examination techniques, thereby, promoting the importance of self-examination and early detection to combat breast cancer.”
He further added, “Aligned with our reinvented brand philosophy of ‘Apne Liye, Apno Ke Liye’, the ‘Thanks a Dot’ initiative encourages women to find a balance between things done for self-fulfilment while simultaneously continuing to do things that are essential for the care of one’s family. Regular self-breast examination is one of those habits which is life preserving for the self, while also having an immense impact on the lives of loved ones.”
Heeru Dingra, CEO, isobar India group said, “There have been quite a few campaigns telling women to self-examine their breasts, so we were in search of an idea that not only gives women adequate knowledge but also makes them more confident about the whole process. The interactive banner helped us tap into their love for using digital scratch cards while teaching them a new life skill at the same time.”
