The Spark

In Singapore, Malay women have the lowest survival rate for breast cancer, with only 21.5% undergoing regular mammograms. Cultural taboos and the belief that a mother’s duty is to her family, not herself, have led to delayed diagnoses and higher mortality rates

The Idea

 We turned to P. Ramli’s "Ibu," a song that’s a cultural touchstone in honouring a mother’s sacrifice, and flipped it. Instead of celebrating selflessness, we reimagined it as a plea for self-care, challenging the idea that a mother’s love means putting herself last.

 

We brought the lyrics to life through the voices of artists and families who had lost their mothers to breast cancer. As they performed, intimate photos of their late mothers were projected, turning the song into a powerful visual and emotional tribute that added raw authenticity and resonance.
 

The Flex

• 168% rise in mammograms among Malays

• 550% more enquiries to the Breast Cancer Foundation

• 85.19% increase in Google search terms