Cheil Worldwide and Kundal’s ‘Pink Glove’ Campaign: Embracing Korea’s Bathing Culture to Promote Regular Breast Self-Exams

Revolutionizing Breast Cancer Awareness in Korea

In a groundbreaking initiative to combat breast cancer, Cheil Worldwide and renowned Korean personal care brand KUNDAL have joined forces to launch the innovative “Pink Glove” campaign. Commemorating Breast Cancer Awareness Month, this campaign introduces a revolutionary breast self-exam kit inspired by Korea’s rich bathing culture, aiming to raise awareness about the importance of regular breast self-diagnosis.

In Korea, breast cancer poses a significant health concern, with a doubling in the number of patients over the past decade, marking it as the most prevalent cancer among women in the country. Despite these alarming statistics, discussions surrounding women’s bodies and health remain taboo, leading to a lack of understanding about breast self-examination.

Addressing this critical issue, the Pink Glove campaign leverages Korea’s ubiquitous Ttaemiri culture, where scrubbing the outermost layer of skin is a routine and widely practiced tradition. At the heart of this initiative is the transformation of the traditional Ttae-soo-geon (scrubbing glove), a staple found in every household and public bathhouse, into an effective tool for regular breast self-examination.

Each Pink Glove features illustrations and detailed descriptions guiding users through the breast self-examination process, meticulously crafted in consultation with the Korean Breast Cancer Society. Packaged alongside separate instruction cards and body care products, the breast self-exam kit offers a comprehensive approach to promoting breast health awareness.

To amplify the campaign’s impact, Cheil Worldwide and KUNDAL have partnered with public bathhouses nationwide, educating professional body scrubbers and masseuses, known as Se-shin-sa, on conducting breast self-exams. These individuals, often adept at detecting abnormalities during their services, play a vital role in spreading awareness about breast cancer prevention.

The campaign’s unique approach has garnered exceptional attention since its launch on World Breast Cancer Day, with the initial batch of breast self-exam kits selling out within days. As demand continues to surge, the campaign extends its reach both online through KUNDAL’s website and offline across the country, engaging public bathhouses and communities in the fight against breast cancer.

From conceptualization to execution, Cheil Worldwide has spearheaded the Pink Glove campaign, showcasing its commitment to leveraging creativity and innovation for meaningful social impact. With the support of partners and the Korean Breast Cancer Society, this initiative aims to empower women with the knowledge and tools needed for early detection and prevention of breast cancer.

Together, Cheil Worldwide and KUNDAL’s Pink Glove campaign stands as a beacon of hope, inspiring change and promoting a culture of proactive breast health awareness across Korea and beyond.

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