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How a body wax appointment is fighting cancer

The Waxing Lady Tutorials is a new initiative by GharPar, a Pakistani mobile app for at-home beauty services services, and Indus Hospital to overcome Pakistan’s social taboos and teach women how to self-check for Breast Cancer. The campaign was created by Impact BBDO in collaboration with Contentory, Helipad Productions, and Walnut PR.

Pakistan has found an unusual ally in its fight against breast cancer – the waxing lady. In the conservative nation, millions of women hesitate to discuss breast cancer, or agree to get checked, even around their doctors or husbands, and as a result have no idea of how to self-check.

There is, however, one person with whom they have a very intimat

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