OPPO borrows from hiphop dance to encourage Singapore women to check for breast cancer

Chinese electronics brand OPPO has tapped into the popular hiphop dance phenomenon Dab to encourage women in Singapore to chest their breast for tumours.

OPPO campaign

In a campaign with Singapore Cancer Society, OPPO is asking companies and individuals to take part in a social movement where women mimic a dance routine that simulates checking their breasts for cancer.

Oppo image

The Dab pose sees the head dropped and the face rested in the elbow of one arm with the other arm raised. The #BreastCancerDab is similar to the original, except instead of dropping the head towards the elbow, it is done with the palm of the bent arm resting on the chest instead, like a breast self-examination.

By posting a photo doing the BCDab and nominating two friends on Facebook, OPPO will donate $1 to support SCS in the fight against breast cancer.

Mumbrella has asked OPPO why the company is using only male models for the launch of the campaign. The company responded: “We strongly believe that friends, partners, spouses, family members of both genders play a significant part in reminding women around them to do regular breast self-examinations. Breast Cancer, regardless of who has it, affects everyone.

“To show our sincerity and enthusiasm about the campaign, as a brand, we’re kicking off the campaign by using our own Singapore marketing team to demonstrate how easy it is to do a breast self-examination through the Breast Cancer Dab. On 10 November, OPPO will be doing a company-wide ‘wefie’ to start the corporate participation of the campaign, which we will post on our social media platforms and we will tag two other corporations.”


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