Bridgestone Asia Pacific Partnered with Breast Cancer Foundation to Launch Breast Self-examination Nursery Reminder Campaign
SINGAPORE (November 14, 2019) – Bridgestone Asia Pacific Pte. Ltd. (BSAP), a group company of Bridgestone Corporation, has partnered with Breast Cancer Foundation (BCF) to launch a breast self-examination Nursery Reminder Campaign with creative partner DDB Group Singapore.
A nursery rhyme titled “Molly Monkey Sings and Saves”, which uses the familiar tune from the nursery rhyme “Wheels on the bus”, was created to illustrate the patterns of a breast self-check. The audio-visual campaign utilises the influence of young children to teach women to perform a breast self-examination that could help detect breast cancer.
The campaign was launched as part of the annual Breast Cancer Awareness Month (BCAM) following a research commissioned by the BCF which showed that while 90% of the Singaporeans surveyed regard regular breast checks to be important and consider breast cancer to be dangerous, only 45% of women performed both breast self-examination and medical checks. This is despite the fact that breast cancer is found to be the most common cancer among women in Singapore. According to the 2015 report published by the National Registry of Diseases Office (NRDO), 1 in 14 women will develop breast cancer before the age of 75 and the annual incidence of breast cancer in Singapore has more than doubled over the past 40 years. The report also showed that the survival rate of women with breast cancer at late stages was much lower compared to those diagnosed at earlier stages.
“‘Molly Monkey Sings and Saves’ is not just a nursery rhyme but a reminder that could help save women’s lives. Guided by our Global CSR Commitment ‘Our Way to Serve’, Bridgestone has been supporting BCF since 2016 and is proud to partner BCF for this campaign. We will continuously work towards supporting our local communities, in this case, by investing resources that could help people lead healthier lives”, said Paul Choo, Vice President of Human Resources and CSR, BSAP.
The nursery rhyme was unveiled at the Pink Ribbon Walk on 5 October 2019, the largest annual event in Singapore dedicated to raising awareness about breast cancer. Returning for the 12th year, the event saw an all time record of more than 5,000 participants turning up to support the cause. The children from MindChamps PreSchool also put up a lively performance of the nursery rhyme alongside other fringe activities at the event.
Photo by: Breast Cancer Foundation (BCF)
Illustrated storybook “Molly Monkey Sings and Saves” was published and available through BCF
Photo by: Breast Cancer Foundation (BCF)
The nursery rhyme was unveiled and presented to the Guest of Honour, Minister for Education Mr Ong Ye Kung (middle) by (from left) Mr Paul Choo, Vice President of Human Resources and CSR of BSAP, Mr Yoshikazu Shida, Executive Chairman of BSAP, Mr Gabriel Asbun, Chief Executive Officer & Chief Operations Officer of BSAP and Mrs Noor Quek, President of the BCF.
“The ‘Molly Monkey Sings and Saves’ Campaign is a novel way to bring across the breast cancer message via the biggest influencers in our lives – children. It reminds us that early detection can save lives and that we need to take care of ourselves for our children and loved ones. The nursery reminder resonates with many of us who are parents or have nieces and nephews as evident in the 350,000 impressions online in just over two weeks. Our gratitude to Bridgestone Asia Pacific for supporting this campaign, and for helping us turn a great idea into reality”, said David Fong, General Manager, Breast Cancer Foundation.
The nursery rhyme is available online as a sing-along music video with animation and demonstrated moves. An illustrated storybook is also available at the BCF office with a donation of $5. To just make a donation, please go to https://www.giving.sg/breast-cancer-foundation.
About Bridgestone Corporation
Bridgestone Corporation, headquartered in Tokyo, is the world’s largest tyre and rubber company. In addition to tyres for use in a wide variety of applications, it also manufactures a broad range of diversified products, which include industrial rubber and chemical products and sporting goods. Its products are sold in over 150 nations and territories around the world.
In the Asia Pacific region, Bridgestone locates its regional headquarters in Singapore, overseeing the operations of tyre production and sales facilities, as well as supplying its products across more than 25 over countries in the region. Bridgestone Asia Pacific plays a key role in facilitating this large and growing market as it contributes significantly to the entire Bridgestone Group.
About Breast Cancer Foundation
Breast Cancer Foundation (BCF) is a non-profit organisation with the mission to eradicate breast cancer as a life-threatening disease. Set up in 1997, BCF is committed to raising awareness about breast cancer through talks, events and publications that advocate early detection through regular screening, as well as supporting survivors and their families through various befriending, training and wellness activities. As one of the few advocacy groups in the world with a Men’s Support League that was integrated with Caregiver Support Group in year 2017, BCF aims to encourage greater male participation in society’s fight against this affliction.
About DDB Group Singapore
DDB is the most-awarded Effie Agency in Singapore, ranked No.1 for effective marketing for 12 years in a row. With a focus on innovative marketing, it builds brands and business with its specialised divisions: Tribal (digital & social), TracyLocke (shopper marketing), Track (e-commerce and portals), data and CRM and Tango5 (social for good). DDB Group Singapore is also the regional hub agency for DDB Asia. It is part of DDB Worldwide, the fourth largest communications network in the world, with more than 200 offices across 100 countries.
About MindChamps PreSchool Limited
MindChamps PreSchool holds the Number One position in market share of premium range preschools in Singapore, with a market share of 38.5 per cent. Its growing global presence includes premium preschools and enrichment centres in Australia, Abu Dhabi, Philippines, Vietnam, Myanmar and Malaysia. Based on a cutting edge scientifically researched curriculum, MindChamps is helmed by a highly-experienced management team and an esteemed MindChamps World Research, Advisory & Education Team, chaired by world-renowned Neuroscientist Professor Emeritus Allan Snyder (Fellow of the Royal Society).