Stop That Dot: HOMESOY 3.0 Empowers Women to Fight Breast Cancer, drives 11,000 cancer screenings

1. Film & Branded Content Kancils [1.15 Kancil for Good: Film & Branded Content]

Links:

Product/Service:

Beverage

Client:

Ace Canning Corporation

Brief:

Breast cancer remains the most prevalent cancer among women, accounting for 33% of all cases with half diagnosed at late stages when treatment is no longer possible. Women aged 50+ are especially at risk. With HOMESOY 3.0, the brand evolved its purpose from awareness to action. Backed by research showing that soy may help lower the risk of breast cancer, HOMESOY 3.0 is a leading soya milk brand with the highest soy protein density, set out to play a meaningful role in women’s health. The campaign encouraged women aged 30–50 to adopt preventive habits through both nutrition and early detection. By linking HOMESOY’s product benefit with a social cause, the brand turned everyday consumption into a reminder that prevention starts with small, daily actions that can save lives.

Solution:

STOP THAT DOT. #ScanNowSpotEarly — a bold call that transformed fear into action. To go beyond the familiar Pink Ribbon, HOMESOY 3.0 uncovered a deeper truth: awareness means little without early detection. A powerful visual of a hand holding the size of a tumour upon diagnosis served as a stark reminder of what’s at stake. We shared the hard-hitting stories of six cancer survivors, turning them into Changemakers who inspired women to take action. Through a conversation-driven press conference, targeted social and video platforms, and a Grab partnership offering discounted rides to nearby hospitals for mammogram check-ups, the campaign reached 7.3 million audiences, generated 2.2 million interactions and RM2.6 million PR value, leading to an incredible 11,000 breast screenings — achieving both social impact and record-breaking sales for HOMESOY 3.0.

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