The Stage Zero Collection

McCann Canada partnered with Love & Nudes to introduce the world’s first breast cancer self-examination tool designed for Black women: the #StageZeroCollection.

One in two Black women don’t know what breast cancer looks like, resulting in a 40% higher death rate than White women. Love & Nudes, the first Canadian brand of inclusive lingerie founded by and for women of color, recognized this neglect toward Black women and set about raising awareness and helping identify breast cancer in Black women before the late stages of the disease. What we created was ‘The Stage Zero Collection’ – the world’s first breast cancer screening tool designed for Black women. This would allow them to see and feel lumps, rashes, and unique discolouration across Love & Nudes’ four skin tones to know exactly what to look for in real life.