Getting the Squeamish to Say ‘Breast’ in Singapore Breast Cancer Campaign

Though likely not in the poultry section of the local store, it turns out that Singaporeans experience a certain degree of discomfort when saying the word “breast.”

To de-stigmatize the word and create greater awareness of breast cancer, the Singapore Breast Cancer Foundation has launched a campaign to encourage Singaporeans to talk about breast cancer by actually saying the word.

According to statistics 1 in 11 women in Singapore will develop breast cancer in their lifetimes.


Created by DDB Singapore, part of the campaign, which is timed for Breast Cancer Awareness month, asks Singaporeans to take a video selfie of themselves saying the word “breast” and tagging friends to do the same using the hashtags #Breast and #BCFSG.

Here some some who have accepted the challenge:

A video posted by Grace Ke (@grkexien) on


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