After S*** Happened Service
How a chaotic, 10-episode micro-drama turned insurance after-sales service into Thailand’s most addictive, unskippable entertainment.
Sabina
Breast Cancer Pad
- Office
- Thailand
- Client
- Sabina
In partnership with leading Thai undergarment brand Sabina, we're turning any bra into a breast cancer detecting simulator to fight breast cancer across Thailand.
“Breast care is one of our most important missions. For over 17 years, Sabina has carried out projects that uplift the lives of breast cancer patients. Thanks to our partner VML Thailand, the Breast Cancer Simulator Pad can now educate women on performing effective breast self-examination, helping to close the gap caused by the shortage of breast cancer screening machines, to save lives.”
Breast cancer is the No.1 cause of cancer mortality among women worldwide. According to the American Cancer Society when breast cancer is detected early, and is in the localized stage, the 5-year relative survival rate is 99%. However, in Thailand early detection is challenging, because advanced methods of examination are costly and not easily accessible, leading to 8000 Thai women losing their lives to the disease each year.
The best and most accessible early detection method is a women’s own hands. However, in practice, women are unaware of what a cancerous lump is supposed to feel like during self-examination. Research shows that only 20-30% of Thai women have done this correctly and consistently.
So we partnered with Thai undergarment brand, Sabina in the fight against breast cancer with the creation of a revolutionary Breast Cancer Simulator Pad, which turns any bra into a breast cancer-detecting garment.
The Breast Cancer Simulator Pad was developed with Thanyarak Breast Center at Siriraj Hospital, Bangkok, using medical data to simulate the feel of cancerous lumps as they are most commonly present in the breast.
Within a month of launching, we distributed more than 3,500 pads nationwide and counting. The brand aims to produce upwards of 35,000 Breast Cancer Simulator Pads
in 2023 to drive action to save the lives of women across the country.
