75% of women in India shy away from checking themselves for signs of breast cancer. Something about touching their breasts makes them uncomfortable. Lux wanted to find a way to encourage self-examination, so it redesigned its product. The Soap with a Lump alerts women when they are in the shower and uninhibited. In collaboration with the Indian Cancer Society, The Soap with a Lump was introduced to women through screening camps. It started a conversation about self-examination and is now being extended across India through ICS initiatives.