The Case
The Board
The Touchpoint Collection helps save lives.
At 20.6%, breast cancer is the most common cancer in Jordan. Early detection can boost survival rates by over 95% – but many women forget to self-examine except for Breast Cancer Awareness Month once a year, which also includes women who are physically active.
Gymkuma and VML collaborated to raise awareness of the importance of self-checks through a personalized approach using sports bras. The Touchpoint collection features designs displaying the self-examination pressure points on the bras highlighted using traditional Jordanian embroidery art called Tatreez, making them easily identifiable.
Credits
Agency: JWT Amman
Executive Creative Director: Nicolas Geahchan
Executive Creative Director: Basel Jumaa
Art Director: Raya Abu Jaber
Copywriter: Raya Abu Jaber