Breast cancer is one of the most significant health challenges facing Namibian women today and yet, conversations around it remain too hidden, too infrequent and too loaded with stigma. Oshikandela, Namibia's Most Loved drinking yoghurt, decided to change that.
The campaign was born from a simple, yet powerful insight: Oshikandela already lives in the everyday moments of Namibian life - in family kitchens, in taxis, on campus lawns, shared between sisters, grandchildren mothers, cousins and friends. If the brand could bring joy into those moments, it could also bring something more meaningful: honest, life-saving conversations about breast cancer awareness.
The creative strategy centred on the launch of a limited edition Oshikandela Strawberry 2kg bottle. A product whose naturally pink hue provided an authentic, non-forced symbolic link to the globally recognised pink ribbon. This was a brand finding its most genuine reason to stand up and speak.
The campaign's creative platform, More to Love. More to Care. More to Support., was built on three intentional pillars:
Awareness = Care
Driving education around early detection and self-checks
Community = Support
Reinforcing that no one faces this journey alone
The tone was deliberately warm, bold and unafraid. The campaign did not shy away from saying the words - breast cancer, self-check, early detection. It spoke the way Namibian women speak to each other: directly, from the heart, with fire and tenderness in equal measure. The campaign positioned Oshikandela as a brand being who it has always been, a proudly Namibian voice rooted in community, care and heritage.
Targeting primary audiences of women aged 20-45, health-conscious, family-focused and hungry to be seen, the campaign extended its reach to the broader Oshi Nation, inviting everyone into solidarity and conversation.
The campaign was executed through a fully integrated approach across digital and traditional platforms, with particular emphasis on on-ground activations where Oshi meets its people face-to-face.
The centrepiece of the physical activations was a screening initiative conducted at the University of Namibia (UNAM) and the Namibia University of Science and Technology (NUST), two of the nation's most influential youth institutions. In a single week, almost 300 free breast cancer screenings were conducted, bringing lifesaving, clinical awareness directly to young people in a setting they trust. This was Oshi turning awareness into action, making it tangible, accessible and free from stigma.
Supporting the campus activations, the campaign deployed a range of IMC touchpoints including:
Social media content across Facebook and Instagram - educational posts, self-check reminders, community stories and campaign visuals
A dedicated QR code on the limited-edition bottle label directing consumers to a landing page with self-check tips and breast cancer resources - bridging product and purpose
Videography content capturing real stories and real moments from the activations and the community
Creative campaign assets including the signature limited edition 2kg label, in-store POS materials and digital creative adapted across platforms
Community engagement activities including interactive participation moments and awareness displays
The campaign generated significant emotional resonance across the Oshi Nation, with consumers responding to the brand's decision to take a stand on an issue that touches nearly every Namibian family. Below are key metrics from the campaign period:
Facebook + Instagram Impressions:
Facebook + Instagram Shares:
Facebook + Instagram Comments
Facebook + Instagram Engagements
Facebook + Instagram Video Views
Facebook+ Instagram Saves
YouTube Video Views:
YouTube Impressions:
Screenings conducted (UNAM & NUST – 2 days)
Number of institutions activated
Estimated on-ground footprint / people reached
