The Idea

COSMO ran a survey, and more than 1 800 women took part. The results revealed that 60% of you wish your-boobs looked different

This insight led to our newest campaign, #DearBoobs, which aims to empower women to love their boobs just as they are. For Breast Cancer Awareness Month, we collaborated with Strawberry Lips – a proudly South African brand that is passionate about girl power and giving back – to bring together South Africa’s most loved celebrities, influencers and some pretty badass breast cancer survivors to showcase diversity, uniqueness and real depictions of breasts. A safe space was created, which led to necessary and impactful conversations around the intimate relationships woman have with their boobs. Big, small, flat, round – who really gives a damn? Let’s change the way woman see their chests, one boob pic (and letter) at a time.