Breast Buffer by Grey India

Indian Video-On-Demand platform, ALTBalaji, has redesigned its buffering content symbol to provide viewers with a reminder to perform a breast examination.

The ‘Breast Buffer’ is a discreet pop-up which appears when content is buffering and serves as a reminder to women that they should conduct a short breast self-examination.

The aim is to turn a moment of irritation for subscribers while they wait for content to load into an awareness and education exercise. Awareness about breast cancer and preventive self-care has become increasingly important in India due to an increase in breast cancer amond women under the age of 50 years.