Education, Culture, Art, economy

WONDER BRAS

This lingerie could save your life

 In Pakistan, a bra is often more than a bra.

Because of the lack of pockets in their traditional salwar kameez tunics, many women keep cash, lipstick, or cell phones in their undergarments when they go out. Now, the Pakistan branch of international breast cancer organization Pink Ribbon has an idea to give bras an even greater purpose. The Lahore-based nonprofit has created the Pink Bra, a simple white cotton bra designed to help women detect breast cancer. The bra has pink, raised patterns to show women where to press to give themselves a breast self-examination. Written instructions in Urdu are printed inside the bra, along with illustrations to guide illiterate women. For those who find a lump, the bra includes a hotline number they can call.

Such innovative underwear is desperately needed. Breast cancer deaths in Pakistan are the highest in Asia, with 40,000 women dying in 2015. “Survival  rates are very low because women in our conservative culture are often too shy or embarrassed to seek medical help until it’s too late,” says Sonia Qaiser, assistant manager of Pink Ribbon’s #GiveaPinkBra campaign, which encourages women to buy the bras as gifts for those who can’t afford them.

So far, Pink Ribbon Pakistan has produced 500 bras, which sell for $10 each. Part of the proceeds goes toward the group’s other big project: fundraising to build the country’s first dedicated breast cancer hospital. “The Pink Bras are not just useful,” Qaiser says. “They’re lifesavers.” —Abigail Haworth