TVS Motor and 2nd Chances Foundation Launch Breast Cancer Awareness Campaign in Kenya
TVS Motor Company and the 2nd Chances Foundation have launched a breast cancer awareness campaign in Kenya, using familiar road signs to raise awareness and encourage early medical attention.
The campaign, titled TVS Signs to Look Out For, has been ongoing throughout October since its known as the Breast Cancer Awareness Month, and has been using a series of short educational videos to highlight unusual breast changes that may indicate breast cancer.
Data from the International Agency for Research on Cancer (IARC), published in July 2026, revealed that Kenya records more than 7,000 new breast cancer cases and over 3,000 related deaths annually, making it among the most diagnosed diseases in the country.
However, late diagnosis continues to affect treatment outcomes, with the National Cancer Institute of Kenya reporting in October 2025 that between 60 and 70% of breast cancer cases are detected at stages three or four.
Fear, misinformation and limited access to diagnostic services have been termed as some of the factors delaying diagnosis.
“Early breast cancer is curable. We want to encourage Kenyan women to get tested at least once a year. In addition, in Kenya, breast cancer manifests more in younger women when compared to Western nations, with 35-50 years as the age range when most people get a first diagnosis,” said Dr. Gladwell Kiarie, President of The Kenya Society of Haematology and Oncology (KESHO).
The campaign draws on familiar traffic symbols to make breast health information easier to understand and encourage conversations around symptoms that are often overlooked. A “bump ahead” sign highlights unusual breast lumps, while an “uneven road” symbol points to changes in breast size or shape. Traffic lights are also used to draw attention to changes in breast skin and nipples.
While most breast lumps are not cancerous, medical assessment is recommended whenever an unusual change is noticed. Early diagnosis and timely treatment remain important in improving breast cancer outcomes.
TVS Motor Company Vice President for International Business, Madhu Prakash Singh, said the initiative aims to use the company’s connection to mobility to communicate an important public health message.
“At TVS Motor, we are committed to building a more sustainable future while creating a positive impact on the communities we serve. As a mobility company, we understand the power of road signs in alerting people to potential dangers. By reimagining these familiar signs to highlight the early signs of breast cancer, we aim to make a life-saving message impossible to ignore. Our hope is that greater awareness will lead to earlier detection and better health outcomes for women,” said Madhu Prakash Singh, Vice President, International Business, TVS Motor Company.
The 2nd Chances Foundation said the use of familiar road signs is intended to make conversations about breast health more accessible and encourage people to seek medical advice when they notice unusual changes, even in the absence of pain.
“Connecting a familiar sign to a breast health message gives us a simple way to start a conversation that people may otherwise avoid. We want those conversations to lead to medical advice when someone notices a change, including when it is painless,” said Waithera Kabiru, Founder and President of 2nd Chances Foundation.
Beyond women, the campaign also encourages men to take part in breast cancer awareness and support family members seeking medical attention, noting that although rare, men can also develop the disease.
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