Breast Cancer Foundation captures the moments a diagnosis can’t define

Breast Cancer Foundation (BCF) is putting the spotlight on life beyond a breast cancer diagnosis with a new exhibition that tells the stories of five young women and the people who have supported them through their cancer journeys.

Titled "Faces of courage: Stories beyond the diagnosis", the exhibition was developed with creative consulting agency ABrandADay for Breast Cancer Awareness Month and features five women aged between 30 and 42, known as 'Pink Warriors'.

Running at COURTS Nojima at The Heeren until 31 October, the exhibition uses portraits by photographer Franz Navarrete alongside short films to explore the relationships, routines and personalities that continue beyond treatment and medical milestones.

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At the heart of the campaign is a push to shift the conversation around breast cancer away from the diagnosis alone and towards the lives of the women behind it. Each Pink Warrior is photographed alongside members of her support network, including partners, children, parents, healthcare professionals and a coach.

The five women featured are Shermin Shu, photographed with her fiancé Jacky Ng and coach Narong Jirapat; L Wang, with oncologist Dr Michelle Tseng Shu Fen and orthopaedic surgeon Dr Han Fucai; Nurhana Binte Abdul Ghani, with her three children; Josephine Foong Shu Hua, with husband Winston Yip; and Jacqueline Ong, with her mother Amy Yeo.

Their individual stories explore different aspects of life beyond cancer, including Shu's life in the ring, Wang's experience of being both a doctor and patient, Abdul Ghani's role as a mother, Foong's relationship with her husband and Ong's bond with her mother.

The exhibition also uses short films displayed across LG digital screens to extend the stories beyond still photography. Visitors first encounter the women through their portraits before seeing them move, speak and share candid moments alongside the people who have supported them.

LG is the exhibition's official screen partner, while COURTS Nojima is supporting the initiative by providing the venue. Singapore womenswear label Y21 also dressed the Pink Warriors, with founder and creative director Jarenis Ho styling each woman based on her personality, body and individual story.

Beyond sharing the women's stories, the exhibition aims to raise awareness that breast cancer can affect women at different ages and reinforce the importance of early detection.

Jacob Soo, CEO of BCF, said the creative treatment helps bring the experiences of the Pink Warriors and their loved ones closer to people who may not have experienced cancer themselves.

"Their creative work brings the experiences of our Pink Warriors and their loved ones closer to audiences, who may never have experienced the cancer journey themselves — helping them see beyond the diagnosis, connect with the emotions behind each story, and appreciate the importance of empathy, understanding, and support," said Soo.

Nafe Tong, chief creative officer of ABrandADay, said a cancer diagnosis extends beyond the patient to those around her. "Cancer doesn't just diagnose the patient; it diagnoses everyone who loves her. The thing about a breast cancer diagnosis is: it never turns up alone. It lands on the carers, the partners, the peers in the waiting room," he said.

Tong added that the use of digital displays was intended to help audiences connect more closely with each woman. "We wanted to capture the women beyond the diagnosis. A lot of people, especially younger visitors, meet stories on a screen first. With the displays, each Pink Warrior can move, laugh, and speak in her own voice. By the time you walk out, it feels like you've met someone," she said.

Meanwhile, Ho said working with the women reinforced the importance of seeing them beyond their experiences with cancer. "Cancer is part of their story, but it doesn't define them. They are women just like us, with their own personalities, dreams, and so much more to their lives than what they've been through," she added.

The exhibition follows another Breast Cancer Awareness Month initiative by BCF earlier this month, when it partnered Millennium Hotels and Resorts (MHR) on "Moments that matter". Rather than simply turning its properties pink, the hospitality group sought to use its hotels as spaces for conversation, participation and community support.

Speaking to MARKETING-INTERACTIVE at the time, Carolyn Wishnowski, vice president of global branding, marketing, loyalty and digital marketing at MHR, said the initiative was grounded in the group's values of care, culture and connection, with the intention of creating value for the community beyond a visual show of support.

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