One in nine Pakistani women is at risk of being diagnosed with breast cancer at some point in her life, propelling Pakistan into the top countries with the highest rate of breast cancer in Asia. Unfortunately, the mortality rate is high, with almost half of these women losing their lives. Behind these devastating numbers is not only the lack of awareness but also the cultural taboo and stigma associated with the theme of women’s breasts in the country. Women are reluctant in checking their breasts for reasons of modesty, which translates as a major obstacle in the early prevention of the disease.

The dupatta — a traditional veil, worn in the Indian subcontinent — is used to safeguard a lady’s modesty by covering her breasts. Originally worn as a symbol for modesty, with a meaning continuing even in this day and age, many women wear it as a decorative accessory today. But what if this piece of garment can also be used to spread a good message and save lives? What if Pakistani ladies can use the dupatta and learn how to check their breasts without having to compromise their modesty?

The country’s top fashion designer Ali Xeeshan and agency BBDO Pakistan, in collaboration with IMPACT BBDO, present “The Veil of Care,” a pink dupatta that offers instructions on how to check oneself. “In South Asia, the dupatta is a symbol of modesty, and to protect this modesty, women often hesitate to check themselves. So, I designed a new kind of veil that not only serves the purpose of guarding women’s modesty but also gives them a reminder that they should take care of their health too,” says Xeeshan.

The veil hosts traditional embroidered motif patterns visually intertwined with the contour of the pink ribbon, an international symbol of breast cancer awareness. Along its borders, pink warrior Asma Nabeel‘s haunting poetry is featured, highlighting how important is for women to check their breasts regularly. Inspired by the traditional ritual of women hiding valuables in the dupatta’s knot, one of the veil’s corners carries a small booklet, which ladies can use to find out what is the correct way to check their breasts. All profits for the sales of these dupattas will go to Shaukat Khanum Memorial Cancer Hospital and Research Centre, the country’s top hospital.

To make sure that the campaign echoes at a national level and aiming to make it more accessible to women in the country, clothing brand GENERATION joined the project, launching a digital interpretation of Xeeshan’s original veil. At the time of writing, the veil worth PKR 1,498 (USD 9.49) is sold out.

“As a womenswear brand, women’s health issues have always been very close to our hearts. Although we have been conducting annual Breast Cancer Awareness campaigns for many years, this year we decided to take our commitment a step ahead. We’ve joined hands with Ali Xeeshan to bring you a one-of-a-kind Dupatta for which we’ll be donating all profits to the Shaukat Khanum Hospital,” explains Khadija Rahman, Creative Director, GENERATION.

Ali Rez, Regional ECD at Impact BBDO & BBDO Pakistan, concludes: “This was an intensely personal project for the team. Our heartfelt gratitude to everybody who helped in making it happen, especially pink warrior Asma Nabeel who is currently battling the disease. It is our hope that this meaningful project spreads as much awareness as possible and saves lives.”

The campaign is dedicated to all pink warriors out there and targets Pakistani women, hoping that #TheVeilOfCare will spread awareness and, thus, save as many lives as possible. The dupatta underlines that modesty shouldn’t be a barrier to their health, reminding them that the two can go hand in hand.

Credits:

Client: Ali Xeeshan // GENERATION

Agency: BBDO Pakistan