The Stage Zero Collection

Client
Love & Nudes
Craft's Role
Master production and post-production
Industry
Retail
Location
Global
Agency / Partner
McCann Canada & Craft Toronto
Introducing the world's first breast cancer screening bras for Black women
What we did

McCann Canada partnered with Love & Nudes to introduce the world’s first breast cancer self-examination tool designed for Black women: the #StageZeroCollection.

How we did it

One in two Black women don’t know what breast cancer looks like, resulting in a 40% higher death rate than White women. Love & Nudes, the first Canadian brand of inclusive lingerie founded by and for women of color, recognized this neglect toward Black women and set about raising awareness and helping identify breast cancer in Black women before the late stages of the disease. What we created was ‘The Stage Zero Collection’ – the world’s first breast cancer screening tool designed for Black women. This would allow them to see and feel lumps, rashes, and unique discolouration across Love & Nudes’ four skin tones to know exactly what to look for in real life.

Craft Worldwide

Working with a professional oncologist and make-up artist, we recreated these breast cancer symptoms with particular medical accuracy.

Four bras in varying shades of brown hanging on a rail.
A brand’s journey towards breast cancer awareness

After 18 months of trials, we launched on World Cancer Day during Black History Month with social videos, influencer support, and pop-up retail events so that women could experience the collection for themselves. But we didn’t stop there. Black women can show symptoms of breast cancer at 40 years of age, yet the breast cancer screening policy in most Canadian provinces is 50. So, we started a petition to lower the screening age for all women.

Craft Worldwide

Everyone on the team went above and beyond to ensure that our contribution to this meaningful cause was everything it could be.

A group of diverse young people, consisting of six women and one man, smiling at the camera.