Context:
In Singapore, only 21.5% of Malay women aged 50+ get mammograms, although breast cancer is their leading cause of death. Deep-rooted cultural norms discourage them from prioritising their health. Many Malay mothers sacrifice their own well-being for their families, while breast health remains a taboo topic, silencing crucial conversations. The challenge was to shift a cultural belief that’s claiming lives.
Idea:
For generations, Ibu by P. Ramlee was an anthem of maternal love in Malay culture. We used this beloved classic to challenge that very notion, turning selflessness into self-care.
By reimagining the song’s lyrics, we transformed it into a call for early detection. Artists who lost their mothers to breast cancer lent their voices, shifting their grief into action. Released as a music video, the song was amplified across mediums, reaching the Malay community at every touchpoint.
Case Study Film
Music Video
Behind the Scenes - The Ones Left Behind
Agency: DDB Singapore
Creative Directors: Vinod Savio, Thomas Yang
Head of Art: Thomas Yang
Art Director: Sin Eng Lee, Utari Widjajanti
Copywriter: Dash Warren
Director: Ros (The Prosecution Film)
Music Production: Massive Music