Unilever-owned Lux India has launched a novel soap that it hopes will raise awareness of breast cancer symptoms and encourage early detection, according to a report published by The Drum.

The Soap with a Lump has been designed by Wunderman Thompson to remind women to check their breasts when they shower, after a study revealed that 75 percent of Indian women are reluctant to self-examine. The lump does not dissolve, so that the reminder is constant throughout the life of the bar.

“The initiative is personal. Everything about it and the people involved in bringing it to life – across Unilever/Lux, Wunderman Thompson and the Indian Cancer Society is personal and done with the sole objective of increasing awareness about breast cancer,” Samir Singh, Executive Vice President Global Skin Cleansing at Unilever told The Drum.