Breast Cancer Foundation (BCF) has partnered with DDB Group Singapore to unveil a stirring rendition of P. Ramlee’s iconic song, ‘Ibu’, transforming it into a powerful anthem to propel the fight against breast cancer.
In a moving tribute that honours mothers’ selfless love, the campaign titled ‘Voices for Ibu’ strikes a chord to increase breast cancer screening uptake among Malay women. The poignant reworking of the lyrics underscores the importance of self-care and early detection.
“Ibu is more than just a song; it’s a tribute, a clarion call, and a testament to the power of art and culture in shaping behaviour. Its message transcends language and age, resonating deeply with anyone who experiences it. By transforming this timeless classic, we hope to inspire change, encourage early detection, and unite communities in the fight against breast cancer,” said Vinod Savio, Chief Creative Officer at DDB Group Singapore.
The campaign is a response to the alarming statistic that less than 20% of Malay women in Singapore undergo mammograms, despite the fact that 1 in 13 women will face a breast cancer diagnosis in their lifetime. ‘Voices for Ibu’ seeks to break down barriers and encourage screenings, particularly among older Malay women.
The five-minute tribute, featuring a compelling ensemble of celebrities, survivors, caregivers, and community members, was unveiled during the 16th annual Pink Ribbon Walk, aligning with Breast Cancer Awareness Month. Notably, the launch event was graced by over 4,000 supporters, alongside guest of honour Mdm Rahayu Mahzam, Minister of State at the Ministry of Digital Development and Information and the Ministry of Health.
Campaign highlights include the personal stories of those affected by cancer. Alisandra Khairuddin lost her mother to breast cancer. She is also a survivor herself. “If you have people that love, care, and rely on you, do you want them to go through life not having you around?” asks Khairuddin. Hannah Alkaff, who also lost her mother to the disease, adds, “Even though mammograms are scary at first, it’s even more scary to find out too late.”
Adeline Kow, General Manager of BCF, said: “Early detection can rewrite the story for many families. We hope this video will resonate and motivate viewers to prioritise their health by getting mammograms.”
Supporting the initiative is a microsite with the full performance and lyrics in multiple languages, stories of hope, and information on scheduling affordable screening appointments through the Community Mammobus Programme, which is supported by BCF.
Additionally, the relaunch of BCF.org.sg, in partnership with Tribal Worldwide Singapore, offers a comprehensive digital hub for breast cancer patients and caregivers, providing resources, advice, and a supportive community.
Watch the performances and follow the campaign to see the impact of ‘Ibu’ as it becomes a song of survival and a call to action in the lives of women across Singapore.
