Aim & Approach
Our aim is to reach every woman in the world to educate them about the signs of breast cancer so we can help reduce deaths from the disease by 25% by 2025.
Our approach is to use the power of design to create images that educate, empower and speak in a way that go beyond words.
We have the only global breast cancer education campaign - knowyourlemons.com - that works across barriers of literacy, taboo and fear around the world.
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?
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?