IKEA's Breast Cancer Awareness Cushion Campaign in Saudi Arabia
IKEA's Kransborre cushion, designed to resemble a female breast, was distributed to women in Saudi Arabia during Breast Cancer Awareness Month in 2021. The cushion contains a realistic lump inside to encourage self-examination and a tag listing warning signs instead of washing instructions. The campaign, with the slogan "Be Save. Don't Sleep On It," was part of IKEA's support for the Pink Ribbon campaign launched by Evelyn H. Lauder in 1992. In Saudi Arabia, where breast cancer is the second leading cause of death, 64,600 self-exams were conducted in October and November 2021, resulting in 233 early detections. The Pink Ribbon campaign, now 30 years old, continues with the hashtag #TimeToEndBreastCancer, as breast cancer remains the most commonly diagnosed cancer worldwide.
Key facts
- IKEA launched the Kransborre cushion in 2021 for the Saudi Arabian market.
- The cushion is round, pink, and resembles a female breast.
- It contains a realistic lump to promote self-examination.
- The tag lists warning signs of breast cancer instead of washing instructions.
- The campaign slogan is 'Be Save. Don't Sleep On It.'
- 64,600 self-exams were conducted in Saudi Arabia in Oct-Nov 2021.
- 233 early detections were recorded from those exams.
- The Pink Ribbon campaign was launched by Evelyn H. Lauder in 1992.
- Breast cancer is the second leading cause of death in Saudi Arabia.
- Breast cancer remains the most commonly diagnosed cancer worldwide.
Entities
Institutions
- IKEA
- Estée Lauder
- The Estée Lauder Companies
Locations
- Saudi Arabia
- Arabia Saudita