LovePink turns Indonesia's breast-shaped street snack wrapper into a self-check guide

Breast cancer awareness in Indonesia mostly reached middle- and upper-class, digitally connected women. FCN Creative – Flock and LovePink Indonesia wanted to reach the rest, and found their medium on the street: kue tete, the beloved Betawi snack shaped like a breast, sold by thousands of vendors to women who rarely see hospital brochures.

Use the kue tete's own breast shape to teach: its wrapper becomes a playful illustrated guide to checking for lumps, dimples and discharge.

The campaign replaced kue tete's standard wrappers with custom, colourful designs that double as breast self-check guides, using the snack's own silhouette to show how to feel for lumps, dimples or discharge. Through a distributor's network, more than 1,800 street vendors circulated the wrappers daily across Jakarta and underserved areas, and LovePink integrated the work into its Octobreast campaign in October 2024.

The distribution model put early-detection know-how in front of an estimated 234,000 people every day, and women praised the message for being accessible rather than clinical. At Citra Pariwara 2024 the campaign won five awards — Gold in Media for Innovative Use of Print, Silvers in Citra Pariwara for Good, Design Packaging and Brand Experience, and a Bronze in Out of Home.

The idea began with a roadside sighting: a member of the FCN Creative team noticed a kue tete, the breast-shaped Betawi snack sold across Indonesia, and asked why no one had ever used a boob cake to explain breast cancer. LovePink Indonesia, an advocacy group focused on early detection, immediately saw the potential.

Most breast cancer campaigns target middle- and upper-class audiences, while lower-income women who do not live on digital channels rarely receive early-detection information. LovePink and FCN Creative – Flock designed playful wrappers that double as breast self-check guides, using the snack's shape as a visual example while showing how to check for lumps, dimples or discharge.

The distribution model gave the idea its scale: through a partnership with a kue tete distributor, more than 1,800 street vendors circulated the special wrappers daily across Jakarta, moving through both city centres and underserved areas and reaching an estimated 234,000 people each day.

Women praised the campaign for its accessibility and relevance, and the industry followed: at Citra Pariwara 2024 the work won Gold in Media Innovative Use of Print, Silvers in Citra Pariwara for Good, Design Packaging and Brand Experience, and a Bronze in Out of Home, proving that a serious health message can be wrapped in something joyful.

The kue tete is already shaped like a breast, so the snack itself made the message instantly understandable with zero medical jargon.

Street vendors reach women who never see hospital posters or digital ads, closing exactly the awareness gap that clinic campaigns leave open.

A daily purchase ritual meant the education repeated itself organically, reaching an estimated 234,000 people a day without paid media scale.

Starting from a joyful, familiar object kept the tone light, so a topic women often avoid became something they wanted to read and share.

Meet people where they already are: when a health message keeps missing the poorest women, put it on the object they touch every day — the street snack wrapper beat the hospital brochure.

The campaign ran within LovePink's Octobreast activities in October 2024 and its reach continued to be cited through 2025, when LovePink documented the five Citra Pariwara wins on its own site and FCN Creative – Flock featured the work as proof that simple cultural ideas can drive social change. It remains a reference example in Indonesian health marketing for using street culture to reach non-digital audiences.