Lumps, indentations or cracks are the elements that can be perceived in the new collection of cups created by the Australian tea brand Tetley. These are not flaws in the manufacturing process, but rather a tactile reminder of some of the symptoms linked to breast cancer.
The company, in association with the organization Breast Cancer Network Australia, has launched “The Uncomfortable Cup”, an initiative developed together with the creative agency Showpony with which it seeks to raise awareness among the population about the importance of early detection and prevention, as well as break the stigmas around the conversation about cancer.
The action is based on the importance, legacy and tradition that the act of drinking tea has in Australian culture to literally put the issue on the table. “Sometimes it’s easier to start an awkward conversation in the simplest moments in life, like sharing a cup of tea with someone you love.“, they comment from the brand on social networks. “This Breast Cancer Awareness Month, take a moment to have that uncomfortable but important conversation, because it could make a difference”.
The central axis of the project is a collection of handmade ceramic mugs, created together with ceramist Alex Draper, from the Muddy Clay Play studio. Each cup incorporates tactile features that simulate what some symptoms feel or look like in real life, such as lumps, bumps, swollen veins or cracks. When held in your hands, each cup is a discreet but powerful tool to educate, encourage self-assessment and dialogue.
“We know that talking about breast cancer can be uncomfortable or even intimidating.”explained Divya Shrivastava, Marketing and Innovation Director of Tetley Australia and New Zealand, according to Little Black Book. “With the creation of ‘The Uncomfortable Cup’, our sincere effort is to put this topic on the table, literally, with empathy, understanding and purpose”.
In addition to being a reminder of the importance of prevention, the cups also seek to be a support for people who have suffered or are suffering from breast cancer. Many people affected by breast cancer point out that talking about the disease and the effects of treatment with family and friends can sometimes be a difficult and uncomfortable experience.
The campaign runs throughout the month of October, internationally considered breast cancer awareness month.
It is activated in outdoor advertising, social networks, digital media, and will include awareness and education activities. It also has the support of influencers and content creators, to whom the brands have sent the cups.
The brand has also launched a special edition of its tea to support Breast Cancer Network Australia. It is identified with packaging that includes a pink cup and the organization’s logo. For every package of 100 tea bags, Tetley donates five cents to the entity.
