1 in every 8 women will develop invasive breast cancer over the course of her lifetime. And this is the grim statistic that Creative VMLY&R used in partnering with ASL Ltd – Trading Division, one of the largest textured paint stores in Kenya, to bring people closer to the reality, with October being Breast Cancer Awareness month. They created the ASL Wall of Unwanted Textures.
Taking advantage of ASL Ltd’s showroom, three artworks were created that appeared like textures that would sit well as decorative pieces in homes and office spaces, but were actually images of blown-up cancer cells. This was different, partly because many campaigns done over the years have focused on words, but they are never enough to pass the message across. As customers went around the store shopping for home décor, it brought them closer to the ‘ASL Wall of Unwanted Textures’, the artworks piquing their curiosity and interest.
This was done In partnership with AAR Insurance, ambassadors who explained to the customers the importance of regular self-examination, physical check-ups and tests, passing the message that early detection saves lives.
