GENERATION: The veil of care

GENERATION, a Pakistani fashion label, combatted a taboo around breast cancer by producing a veil that offered support and guidance to women.

Brand / Category scenario

Pakistan has one of the highest incidents of breast cancer in Asia. With over 40,000 cases reported every year, 1 in 8 Pakistani women becomes a breast cancer patient at some stage of life. Almost half of these women die not only due to lack of awareness, but also the cultural stigma attached to any discussion around women’s breasts in Pakistan.

Tragically, the majority of these cases are preventable, had an early diagnosis been done. There is a great lack of awareness and education regarding proper procedures to check breasts, some of it stemming from cultural...

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