COSMO ran a survey recently, and more than 1 800 women took part. The results revealed that 60% of you wish your boobs looked different. This insight led to our newest campaign, Dear Boobs, which aims to empower women to love their boobs just as they are.
For Breast Cancer Awareness Month, we collaborated with Strawberry Lips – a proudly South African brand that is passionate about girl power and giving back – to bring together 14 of South Africa’s most loved celebrities, influencers and some pretty badass breast cancer survivors to showcase diversity, uniqueness and real depictions of breasts in our Dear Boobs campaign.
Strawberry Lips initiated a fundraising and educational drive that accumulated just over R9 million in value for Breast Cancer Awareness Month! They also made a public pledge to donate a portion of every bottle sold within the month of October, contributing towards 5,000 PinkDrive breast examinations and educational interventions.
‘We aspired to do more than donate – we wanted to create a real impact and be part of the conversation’, says Strawberry Lips Marketing Manager, Vanessa Nel. ‘We truly went on a journey with South African women and survivors – from sharing their fears, to embracing their triumphs and celebrating their strength and courage. Not as a brand, but as a fellow participant. It was remarkable.’
A safe space was created in our #DearBoobs campaign, which led to necessary and impactful conversations around the intimate relationships we have with our boobs. Big, small, round, flat – who really gives a damn? Let’s change the way we see our chests, one boob pic (and letter) at a time.
Read Our Stars’ ‘Dear Boobs’ Letters Here
Pinky Girl, socialite
Boitumelo Rametsi, storyteller & body-positive philanthropist
Tshepi Vundla, influencer
Enhle Mbali, actress
Piliswa Mazikwana, neonatal ICU nurse and breast cancer survivor
Danni Bowler, culture editor & writer
Nicole Saacks, intradermal cosmetic specialist
Elzet Nel, student, actress & breast cancer survivor
Chantel Struwig, student
Siya Bani, influencer & digital brand strategist
Seoketsi Mooketsi, trans activist, intersectional feminist & Wits student
Gugu Nkabinde, solutions architect & CEO of Gugu Intimates
Gina Myers, influencer
Donna Kennedy-Meyer, private style consultant & breast cancer survivor
Our #DearBoobs Crew
Campaign shot by: Katinka Bester
Videographer: Valentina Nicol
Beauty: Zipho Ntloko
Makeup: Estée Lauder
For more on our #DearBoobs campaign, pick up our September 2019 issue, on newsstands now, or click here to subscribe. Join us as we celebrate our boobs on social using #DearBoobs.
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