Philips' initiative- #HimForHer

Breast Cancer is one of the most common types of cancer found in women. 1 out of every 8 women have a risk of developing breast cancer in her lifetime and on an average, every 2 minutes, a woman is diagnosed with breast cancer. Women are always advised to be aware about the symptoms and how they can take the first step by diagnosing the problem themselves. An extremely thoughtful and beautiful advertisement campaign was launched by Philips India to spread awareness about and fight against breast cancer.

As a part of their CSR activity, Philips India produced this reflective advertisement in 2014. It aimed at educating husbands across the country to secure their wives health. The campaign is called HIM (Husband Initiated Movement) and is in its fifth year to promote the benefits of early detection of breast cancer. The campaign encouraged the husbands to equally divide the house chores so that their wives could get time to do a breast self examination test. It has become the biggest threat for women because they usually turn up at the later stages when the mortality rate is higher.

The ad-film showcases the story of a 'silent' married couple who communicate through sign language. The husband is shown searching more and more about breast cancer while wanting his wife to take out 10 minutes from her busy schedule to conduct a self examination test for breast cancer. To support her wife, he comes home early from work and starts preparing food that his wife is habitual to do after returning from her work place. 

The wife is seen showing her frustration because of all the mess she will have to clean up. However, her frustration and anger dissolves when her husband hands over the pamphlet that included the steps of how to self examine the symptoms of breast cancer. She gets overwhelmed by the considerate gesture of her husband and the ad-film ends with a beautiful message- "Actions speak louder than words. Do one chore your wife does."

Philips as a brand believes in 'innovation and you'. It has truly stood upon its vision. The broader aspect of this wonderful campaign includes oncologists, opinion leaders, survivors, and care providers. The campaign has so far reached to almost one-crore people- truly bringing innovation in people's hearts and minds. Philips community centers aim at spreading awareness about the diseases and various measures of detection and cure in slum areas. The company has also launched a petition regarding the same at Change.org. Thanks to the campaign that a lot of women have become aware about adopting a lifestyle that would prevent breast cancer. This advertising campaign by Philips has proven that advertisements can truly be a key to change in the society.