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Say ‘breast’, says cancer charity in campaign to destigmatise the word in Singapore

Singapore Breast Cancer Foundation has launched a campaign to encourage Singaporeans to get talking about breast cancer by saying “breast,” a word that causes some degree of discomfort as half of the country’s citizens feel there is stigma attached to the word.

Can you say the B word

Part of the campaign, which is timed for Breast Cancer Awareness month and created by DDB Singapore, calls on 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.

One in 11 women in Singapore will develop breast cancer in their lifetimes, according to statistics from the charity.

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