Singapore – Breast Cancer Foundation (BCF) has launched a new campaign with DDB Group Singapore, encouraging women to undergo breast cancer screening.
The campaign titled ‘Voices for Ibu’ features a rendition of P. Ramlee’s ‘Ibu,’ using it as an anthem against breast cancer. Its lyrics have been reworked to highlight the importance of early detection and self-care among women.
The performance was unveiled during the 16th Pink Ribbon Walk in October to commemorate Breast Cancer Awareness Month. The tribute was performed by celebrities, survivors, caregivers, and community members.
As part of the initiative, BCF also launched a microsite that features the performance along with information on affordable screening through the Community Mammobus Program. Personal stories of people affected by cancer have also been incorporated in the campaign.
Alisandra Khairuddin, a breast cancer survivor who lost her mother the disease, said, “If you have people that love, care, and rely on you, do you want them to go through life not having you around?”
“Even though mammograms are scary at first, it’s even more scary to find out too late,” Hannah Alkaff, who also lost her mother to breast cancer, said.
Meanwhile, BCF also relaunched its digital hub, providing resources for breast cancer patients and caregivers.
Adeline Kow, general manager of BCF, said, “Early detection can rewrite the story for many families. We hope this video will resonate and motivate viewers to prioritise their health by getting mammograms.”
