Mission & Approach

Worldwide Breast Cancer is a charity that uses the power of design to create images that educate, empower and speak in a way that go beyond words. We are unlocking the potential of visuals to tackle problems with breast cancer that overcome the barriers of low literacy, taboo and fear around the world:

 

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CHALLENGE #1: LITERACY

Most health messages are still communicated through text, often using medical terminology that challenges even the educated patient. In the USA, it’s estimated that 1 in 5 patients have low literacy. On a global scale, literacy is a much bigger problem. To save lives, we need to be able to communicate beyond text.

 

CHALLENGE #2: TABOO

Because breasts are usually associated with sex, images of them are often censored in public. This makes it difficult to “show” breast cancer to a large audience, especially in certain cultures or settings. To save lives and reach more people, we need to show breasts in a way that can be displayed in public.

 

CHALLENGE #3: FEAR

Talking about cancer can be scary. Some just don’t want to talk about it. Fear of the unknown can also stop women from telling someone about a symptom during a stage when it can be treated. In developing countries, more than half of women diagnosed with breast cancer are diagnosed as terminal, compared to just 10% in developed countries. To save lives, we need to approach the topic in a more friendly and familiar way.

 
 

So how do the Lemons work so well?

 
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Separate the tie between   breasts = sex  +   cancer = death
by using a more family-friendly visual substitute.

 

Explain what a cancerous lump can feel like
by using an object they have already felt.

 

Visualize the steps of diagnosis, in such a way that they can picture themselves in the detection process.

How do patients know what to expect if there’s no road map to see the way ahead?

Women in Gujarat, India learn about breast cancer symptoms with the #KnowYourLemons materials created by Worldwide Breast Cancer. The education initiative was run by Jayshri Rami of eksangh.org. Image courtesy Jayshri Rami.

Women in Gujarat, India learn about breast cancer symptoms with the #KnowYourLemons materials created by Worldwide Breast Cancer. The education initiative was run by Jayshri Rami of eksangh.org. Image courtesy Jayshri Rami.

The Samoa Cancer Society used the #KnowYourLemons materials created by Worldwide Breast Cancer to teach women the symptoms of breast cancer. "As Samoa does not have a mammogram program and many people live in rural settings, it is so important to teach women how to check their breast properly, what new changes to look for and get them to take charge of their health." —Catherine Zahrai, Samoa Cancer Society Image courtesy: Catherine Zahrai

The Samoa Cancer Society used the #KnowYourLemons materials created by Worldwide Breast Cancer to teach women the symptoms of breast cancer. "As Samoa does not have a mammogram program and many people live in rural settings, it is so important to teach women how to check their breast properly, what new changes to look for and get them to take charge of their health." —Catherine Zahrai, Samoa Cancer Society Image courtesy: Catherine Zahrai

Nelly teaches women in rural Honduras the symptoms of breast cancer using the #KnowYourLemons materials created by Worldwide Breast Cancer. Education mission run by Dartmouth-Hitchcock cancer center in 2014. Image courtesy Linda Kennedy of Dartmouth-Hitchcock.

Nelly teaches women in rural Honduras the symptoms of breast cancer using the #KnowYourLemons materials created by Worldwide Breast Cancer. Education mission run by Dartmouth-Hitchcock cancer center in 2014. Image courtesy Linda Kennedy of Dartmouth-Hitchcock.

Actress Toni Collette in the film "Miss You Already" points to an animation about chemotherapy created by Worldwide Breast Cancer. The charity was contacted for its striking visuals and commissioned to create this for the film. https://www.youtube.com/watch?v=vSlUd72txK8&feature=youtu.be

Actress Toni Collette in the film "Miss You Already" points to an animation about chemotherapy created by Worldwide Breast Cancer. The charity was contacted for its striking visuals and commissioned to create this for the film. https://www.youtube.com/watch?v=vSlUd72txK8&feature=youtu.be

Kiei Miyagami with the charity Run for the Cure Japan, teaches women in a corporate health seminar using the #KnowYourLemons materials created by Worldwide Breast Cancer. Image courtesy Kiei Miyagami.

Kiei Miyagami with the charity Run for the Cure Japan, teaches women in a corporate health seminar using the #KnowYourLemons materials created by Worldwide Breast Cancer. Image courtesy Kiei Miyagami.

Kanserli Dans Charity with KETEM (Turkish government Cancer Early Diagnosis Screening and Training Centers) equivalent of CDC in Turkey, used the #KnowYourLemons materials created by Worldwide Breast Cancer to educate 40,000 women. Image courtesy Ebru Tontas of charity Kanserle Dans.

Kanserli Dans Charity with KETEM (Turkish government Cancer Early Diagnosis Screening and Training Centers) equivalent of CDC in Turkey, used the #KnowYourLemons materials created by Worldwide Breast Cancer to educate 40,000 women. Image courtesy Ebru Tontas of charity Kanserle Dans.

Loryne Atoui with One Wig Stand in Lebanon uses the #KnowYourLemons materials created by Worldwide Breast Cancer to educate Syrian refugees in 2016. Image courtesy Loryne Atoui.

Loryne Atoui with One Wig Stand in Lebanon uses the #KnowYourLemons materials created by Worldwide Breast Cancer to educate Syrian refugees in 2016. Image courtesy Loryne Atoui.

#KnowYourLemons around the world

We've educated millions of women around the world. Thanks to passionate people who run campaigns, translate and make everything possible.

70 countries, 16 languages. Amazing.


 

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