The creative idea ‘open your eyes’ was literally demonstrated. For the entire week, we blindfolded every mannequin in every store window within the mall with a pink satin blindfold with the message – ‘Open your eyes to breast cancer’. The message also included cards that replaced the window price displays, and asked women to act immediately by visiting the special in-mall clinic for a free examination. We also gave away leaflets that explained the self-examination process to them to self-check it in the privacy of their homes. By demonstrating how early detection can result in cure we asked them to take instant action.

Our message shook women’s mindsets and got them to act instantly. As many as 1,500 women came in for a free check-up. 10,000 self-check leaflets were picked up. We also served another long-term purpose – to continue reminding women to spare a few minutes for self-examination every month.