Brief
Dove launches breast‑cancer awareness campaign tied to daily skin‑care habit
The campaign highlights that 75% of South African women moisturise daily but only 5% perform breast self‑exams.
By Felo News Desk · Published
Dove introduced a breast‑cancer awareness campaign in South Africa, turning the everyday habit of moisturising into a reminder for breast self‑exams, Bizcommunity reported on 13 Oct 2026.
What happened
The campaign, developed by VML, was launched alongside Dove cream. Creative director Dominique Baxewanos said the insight behind the effort was that while 75% of South African women moisturise their skin daily, only five percent perform regular breast self‑exams.
What was said
"The insight is that 75% of South African women moisturise their skin daily but only five percent perform breast self‑exams," Baxewanos told Bizcommunity. Experiential lead Laone Molefe added, "It is taking our product and encouraging usage, which is always great. But also with a good purpose, and purpose is a very important positioning for us."
Key facts
- 75% of South African women moisturise daily (bizcommunity.com)
- Only 5% of South African women perform breast self‑exams (bizcommunity.com)
- Dove's campaign was created by VML and launched with Dove cream (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “VML Birdwatching at the Loeries | Passionate and purposeful for breast cancer”
