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By Hannah Bowler, Senior reporter

December 17, 2021 | 2 min read

Ikea Saudi Arabia has rolled out a breast cancer awareness cushion to remind women to check their breasts for lumps.

Publicis-owned Leo Burnett Saudi Arabia has redesigned Ikea’s Kransborre cushion with a lifelike lump and a label that explains how to check your breasts. Printed into the cushion are the words ‘Don’t Sleep On it – Early detection saves lives’.

Breast cancer is the second leading cause of death in Saudi Arabia, yet women are only reminded to check themselves once a year during an annual breast cancer awareness campaign. The idea is that the cushion stays in people’s homes year-round.

“Talking about breast cancer is a delicate subject, so we needed to create an effective reminder for women to do their self-examinations all year long and not only in one month every year,” says Mohammed Sehly, creative director at Leo Burnett Saudi Arabia.

“We wanted to grab women’s attention and make an impactful statement. Cushions are part of our furniture, so why not use them as a call-to-action that reminds women that it’s your time to look after yourselves. Waiting is always a risk when early detection can save lives.”

A 30-second video accompanies the campaign launch explaining how to use the cushion and urging users to consult a doctor if any lumps or changes are found.

The limited-edition Kransborre cushions were distributed to Saudi women during breast cancer awareness month.

Brand Purpose Publicis Groupe Leo Burnett

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