In Tunisia, where cultural barriers often make conversations around women’s health difficult, a unique initiative is using tradition to raise awareness about breast cancer. Carrefour Tunisia and the Association des Malades du Cancer de Tunisie (AMC) have teamed up with artisans from Sejnane, a region famous for its UNESCO-recognized pottery, to create a special version of the traditional Sejnane doll aimed at educating women about breast cancer.
These dolls, typically handcrafted by women in Sejnane using techniques passed down for generations, have been reimagined with a key addition: a lump on the chest, symbolizing the most important sign of breast cancer. The dolls feature traditional patterns that guide women through the three simple movements required for self-examination, making it an intuitive and accessible tool for early detection.
The campaign, developed by Saatchi & Saatchi Middle East and Publicis Impact Tunis, includes a moving short film that showcases Sejnane artisans crafting the dolls, many of whom are breast cancer survivors themselves. One artisan shared, “This lump is just like the one Najwa discovered early. It’s her story, crafted into clay.”
This collaboration serves as both a tribute to Tunisian heritage and an innovative way to educate and empower women to detect breast cancer early, a crucial step in saving lives.
Key Takeaway:
By blending tradition with awareness, this campaign creatively empowers women in Tunisia to learn about breast cancer detection through a familiar and culturally significant symbol, helping break the silence around an important health issue.