BWCA

BWCA Malaysia aimed to remind women about the importance of annual mammograms. We believed that engaging them through fashion would be the most effective approach. Thus, the concept "Fashion Victim" was born, emphasizing that while it's fun to be a "victim of fashion," no one should become a "victim of cancer." A majority of Malaysians are very reserved—especially when it comes to taboo subjects like breast cancer. Because of this, many choose to ignore breast cancer awareness ads. We needed to stop them from flipping the page, so we tailored this campaign to mirror something that would stop them in their tracks—fashion ads. We collaborated with renowned fashion photographer Jesse Lung to develop a striking yet impactful print campaign. This campaign was featured in top online fashion magazines in Malaysia, including Vogue, ELLE, Marie Claire, and Harper's Bazaar.