Dove Real TLC

Self-examination is one of the most effective ways to pick up early signs of breast cancer and also the most accessible. But our research shows that only 5% of South African women regularly perform breast self-examinations (BSEs) to check for early signs of cancer.

Self-care is already a daily ritual for many women – 75% of South African women apply body cream to their skin daily, including their breasts. 

Embedding breast checks into that existing ritual can transform a moment of beauty into an exercise that could potentially save a life.

As customers apply moisturiser to their bodies, they can simultaneously perform a self-exam, with this add-on to their daily self-care ritual ultimately becoming a new healthy habit. 

Real TLC – a national Breast Canser Awareness Month campaign that turned self-care into health care. 

Dove, in association with the Cancer Association of South Africa (CANSA), turned body cream into a tool for early detection. 

The Real TLC campaign began by designing special edition Dove Body Cream tubs, featuring a Real TLC peel-back label with concise BSE guidance. A prominent QR code on the label linked directly to a short, instructional how-to video on Dove.co.za. It was sensitively produced, demonstrating BSE using the Dove tub as a prop, reinforcing the ritualistic integration.

From this product-led digital initiation, the campaign expanded across complementary digital and physical touchpoints, encouraging customers not only to look after themselves, but to help others as well.

In Dis-Chem stores, the body cream became an interactive point-of-sale intervention. A multi-tiered influencer strategy (Main, Amplifier, Nano) across TikTok and Instagram amplified the message digitally. Influencers authentically demonstrated integrating BSE into their daily moisturising routines, encouraging followers to adopt the practice and share their experiences using the #DoveBreastFriends hashtag.