Penti PALPBOX

Penti, Turkey's largest lingerie brand, has long supported women's empowerment and health. Recognizing that breast cancer is the most common cancer in the country, Penti took action to address the lack of education about breast self-examination, which is often considered taboo. To promote early diagnosis, they introduced the Palpbox, a unique training tool that can only be opened using three breast examination techniques. Distributed as free promotional items in Penti stores, these boxes aim to educate millions of women on self-examination and encourage early detection.

Breast cancer affects 18,000 women in Turkey annually, yet early detection through self-examination remains underutilized due to social taboos. Many young women lack awareness of this crucial health practice.

Penti, a leader in women’s empowerment and known as the largest lingerie brand in Turkey, recognized the opportunity to break this taboo and educate women. With millions of women visiting their stores daily, they saw a chance to create a meaningful health initiative.

Penti introduced Palpbox, a bra box that could only be opened using three breast examination techniques—spiral, radial, and vertical—allowing women to learn self-examination firsthand. Educational materials and QR codes on the box provided further guidance and information from doctors and scheduled appointments.

The Palpbox campaign saw widespread success, with over 1 million additional store visits and thousands of boxes distributed across more than 1,000 stores in Turkey. On TikTok, the Branded Effect attracted 428K users, generating 1,683 videos in just four days and driving over 140K engagements (likes, comments, shares). The campaign's content was saved 5,639 times and shared 4,832 times, with a total of 2.5 million users reached through social media. Additionally, 423 unique users submitted 512 videos for the branded mission.