TVS Motor Company has partnered with the 2nd Chances Foundation to raise awareness about breast cancer through an innovative campaign that uses familiar road signs to help Kenyans recognise early warning signs of the disease.
Dubbed TVS Signs to Look Out For, the campaign ran throughout October to mark Breast Cancer Awareness Month, using short educational videos to encourage people to seek medical attention when they notice unusual breast changes.
The initiative comes amid growing concern over breast cancer cases in Kenya, with GLOBOCAN 2024 estimates indicating more than 7,000 new cases and over 3,000 deaths annually.
According to the National Cancer Institute of Kenya, between 60 and 70 per cent of breast cancer cases are diagnosed at advanced stages, largely due to fear, misinformation and limited access to diagnostic services.
The campaign uses familiar traffic signs to communicate breast cancer symptoms. A “bump ahead” sign represents unusual lumps, while an “uneven road” sign highlights changes in breast size or shape. Traffic lights remind people to look out for changes in breast skin or nipples.
“By reimagining these familiar signs to highlight the early signs of breast cancer, we aim to make a life-saving message impossible to ignore. Our hope is that greater awareness will lead to earlier detection and better health outcomes for women,” said Madhu Prakash Singh, Vice President, International Business at TVS Motor Company.
Dr Gladwell Kiarie, President of the Kenya Society of Haematology and Oncology (KESHO), emphasised the importance of early detection, noting that breast cancer in Kenya is frequently diagnosed among women aged between 35 and 50.
2nd Chances Foundation Founder and President Waithera Kabiru said the campaign seeks to encourage conversations about breast health and prompt people to seek medical advice even when unusual changes are painless.
The initiative also encourages men to participate in breast health awareness, recognising that although rare, breast cancer can affect men.