How do you overcome cultural taboos that stop women from saving their lives? We didn’t have the money or time to wait for that - so we created a trojan horse to get around the taboos, instead. The Pink Bra.

Client: Pink Ribbon Pakistan

Agency: Tonic International

Team: Myself, Tiya Fazelbhoy, Jaison Ben & Cristiano Tonnarelli

In a project that I'm very proud of, we turned a simple everyday action into a way to self-examine for breast cancer. The Pink Bra is a solution that I worked on with Senior Writer Jaison Ben and Account Manager Tiya Fa, that earned a shortlist at the Cannes Lion Creativity Festival.

Please watch the video to understand the incredible amount of work and insight that went into this project, and the worthy, underserved audience who it was made for.