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Stage Zero

CLIENT
Love & Nudes
BRAND
Love & Nudes
REGION
Toronto
CATEGORY
PR
Health and Wellness
Good/ Sustainable Development Goals
Brand Experience
INDUSTRY
Consumer Goods
DESCRIPTION

Black women face a 40% higher death rate from breast cancer than white women. But one in two 2 Black women don’t know what breast cancer looks or feels like, and no easy-to-find help was available to help identify breast cancer for women with darker skin tones. The fashion brand Love & Nudes wanted to give Black women a tool to learn how to catch breast cancer earlier.

So we created The Stage Zero Collection, the world’s first breast cancer self-examination tool, made by women of color for women of color. We worked with an oncologist to create bras outfitted with medically accurate signs of breast cancer characteristics for darker skin tones. Launching on World Cancer Day, which takes place during Black History Month, we put the tools in the hands of healthcare leaders, community organizers and influential media figures and tapped Black influencers to create a wide-ranging effort to introduce the diagnostic bras to Black women.

AGENCIES
McCann Toronto