1 - Facts and Figures

  • 1 in 9 women are at high risk for developing Breast Cancer
  • An average of 65% of breast cancer cases are detected at stage 3 or stage 4 in Pakistan’s top cancer hospitals.
  • Pakistan has lost over 40,000 women to breast cancer in the last year.

It turns everyday action of slipping money inside the bra into a breast cancer self-test.

2 - Background

Pakistan has the highest incidence rate of breast cancer in Asia. Alarmingly, the survival rates are very low. This is mostly because the majority of the women reach the hospital at stage 3 and 4, when it’s too late. Most women from the lower socio-economic ground lack even basic awareness. Doctor Rufina Soomroo, one of Pakistan’s leading breast cancer experts says, “Most women think it’s immoral and inappropriate to speak about breast cancer. These cultural taboos are hindering breast cancer awarenessin Pakistan”.

3 - Approach

Adapting an international breast awareness campaign in Pakistan is surely not the answer. Here, we have to respect the local culture, especially when we speak about breast cancer. Women do not like to talk about this in public and certainlynot in the presence of men. The task is to rasie awareness by speaking to these women in privacy.

That is exactly what the bra does.

It looks like an ordinary bra, but holds secret features that can save lives.

4 - Product Features

The Pink Bra borrows from a common observation, where women tuck money inside their bras to keep it safe. It turns this observation into a breast cancer self-test exercise.

Strategic pockets – The Pink Bra comes with strategically placed pockets. So when women slip money inside their bra, the raised tactile guides tellthese women where exactly to press to self-examine.

Illusrated Instructions – The bra also comes with easy to understand illustrations, inside the cups of the bra, which explains each step of the self-test in details.

Expert help over the phone – When women spot something unusual they can call the Pink Ribbon hotline number for a free expert advice. The easiest way to tackle breast cancer is by detecting it early, Pink Bra helps do just that.

Convenient Pockets

Tactile Guides

Illustrated Instructions


Telephone Help Line

Sustainable Model

Build around a cultural insight: that women from the lower-class tend to use their bras as their pocket.

Tactile guide inside the pockets turn the action of putting money in their pockets into a breast cancer self-test.

5 - Follow the Campaigns

The project invites Pakistan to gift the bra to women from the lower socio-economic sections of the society. You can follow the movement on social media at #giveapinkbra.

Stay tuned on Facebook at https://www.facebook.com/pinkribbon.org.pk

Follow Pink Ribbon on Twitter at https://www.twitter.com/pinkribbonorgpk

6 - Pink Ambassadors

In a short time, we’ve managed to garner support for this campaign from leading public figures including renowned actors Sanam Saeed and Maria Wasti. Announcements about further endorsements and Pink Ambassadors will be made public shortly.

7 - About Pink Ribbon

Pink Ribbon Pakistan is a non-funded, self-sustained and the only organization in the country which is dedicatedly working on the issue of breast cancer with nationwide outreach since 2004.
We strive to significantly reduce breast cancer mortality in the country by creating widespread awareness through community engagement on prevention, early detection and increased access to treatment.
Our scope of work is holistic from strategic interventions to public awareness including patient-aid and service delivery.
To provide relief to poor people, we are setting up a dedicated Breast Cancer Hospital where deserving patients will get free of cost treatment under one roof.

8 - Contacts

For Interviews, Questions and other queries,
Please Contact: sonia.qaiser@pinkribbon.org.pk

Contact Person:
Sonia Qaiser
Pink Ribbon Pakistan2/12, M-Block, Gulberg III, Lahore, Pakistan
Ph: 042 35883570-1-2
Cell: 0335 488 7775

9 - Media Assets

To provide content including images and video can be used on blogs, magazines, newspaper, television and other relevant media.

We only request you inform us when publishing any media content about the bra and using assets.

The content cannot be used to defame Pink Ribbon, its partners, the project, or any of the people and places featured in the videos.

For the most recent content, you can visit the


website and download the latest version of the Press Kit at the bottom right part of the page.

10 - Quotes

If we can help women detect breast cancer at the earliest possibe stage, I think the outcome is going to be very, very different.
Dr. Rufine Soomro
Surgeon & leading advocate for early detection
I promise to give a Pink Bra to the women around me.
Sanam Saeed
Renowned actor, singer, model & Pink Ambassador
A revelutionary product that teaches under priviliges women how to conduct a breast self-exam for the early detetction of breast cancer with simple diagram instructions printed on the vest style bra.
Maliha Bhimjee
CEO IFG, Pakistan's leading women's undergarments manufacturers