Band for Breast Cancer

Band for
Breast Cancer

Art Direction + Illustration + Design

The bandana has become more than a fashion accessory. It is a symbol used by women survivors who have battled and conquered breast cancer.

For Breast Cancer Awareness Month, Preview Magazine launched an issue that featured stylish bandanas visually demonstrating a step-by-step tutorial on how to self-check.

Project Background

Fashion As A Tool For Instruction

The Philippines has the highest incidence of breast cancer in Asia. Despite this, Filipino women continue to overlook the simple practice of breast self-examination.

Preview Magazine, the best-selling fashion magazine in the Philippines, wanted to use fashion as a statement that tied women together on the importance of self-checking for breast cancer.

Utilising the iconic bandana, the team made a bold statement during Breast Cancer Awareness month.

Design Challenge

Form Following Function

I created 1 of the 3 bandanas included in the issue. The biggest challenge was accurately visualising the self-check steps, while thinking about the aesthetic that comes with wearable design.

From an initial 6 key steps, we narrowed it down to five. The team also decided to include an instructional flyer attached to the magazine that further details each step.

Process

Initial Sketches & Iterations

The art direction considered three things: 1.) As it was intended to be instructional, the style of the anatomy had to be simple and recognizable; 2.) To compensate, I used the element of the hair to make the layout more playful and dynamic; and 3.) The steps had to be sequential and readable at whichever side.

Other Key Points:

○ In the beginning, I put in numbers per step to further emphasize the sequence. I dropped it eventually because it made the design look too stiff & cerebral.

○ A border was added later on to mimic the style of modern scarves.

○ For COLOR, I initially played around with pinks (the official color for Breast Cancer Awareness) but went with a vibrant shade of magenta instead. It made the design look more striking & alive.

The
October Issue

For the first time in the magazine’s history, Preview lowered its masthead to give more importance to the campaign, #BandForBreastCancer. On its cover is Lea Salonga, touching her breast in solidarity.

Included in the magazine were the bandana and an instructional manual on self-checking. Inside, a 6-page fashion editorial with breast cancer survivors donning the bandana designs as they tell their stories.

See what's inside.

Design Solution

#BandforBreastCancer

Buzz spread through social media when women wore and flaunted the bandanas through the hashtag #BandforBreastCancer.

Preview Magazine successfully telling their story through fashion.

Sunday accoutrements. Proud to wear this limited edition scarf as part of the efforts in which @previewthestylebible, together with TBWA\ Santiago Mangada Puno and Apple & Eve worked on in the hopes of promoting breast cancer awareness. Join us as we #bandforbreastcancer - be reminded that early detection is key by doing a self-exam every month and to support those already in the fight.

Because at the end of the day, it's more than being healthy for yourself, but for those close to you as well. 💕

@jacquihsalonga on Instagram

Art Direction by Eugene David · Shot by: Roy Macam

Project descriptions from Abi Capa.

Instructional flyer design by Sam Dedel.

Executive Creative Director:

Melvin Mangada & Joey Tiempo

Creative Director:

Manuel Villafania & John Ed De Vera

Associate Creative Director:

Abi Capa & Cj De Silva-Ong

Art Director & Illustrator: Mariel Empit

Account Management: Kylee Lagman