Feel for the Signs Woman!

We have many taboos in the Middle East, pretty much anything related to sex and body is a not-so-comfortable topic to discuss, but it’s good to see some brands and organizations break pushing the envelope, specially when it comes to health-related taboos like the breast cancer.

JWT Dubai came up with this idea for the Pink Caravan, an initiative that aims to raise awareness around breast cancer in the UAE, the idea was implemented in Dubai’s pink women-only taxi, where passengers would feel a lump in the seatbelt near chest, this lump would activate the radio if pressed, communicate the message that discovering breast cancer is not this easy.

Hats off!