TVS Motor Company has partnered with 2nd Chances Foundation to use familiar road signs to educate Kenyans about breast cancer symptoms, as the disease remains the most commonly diagnosed cancer in the country.
The campaign, dubbed TVS Signs to Look Out For, uses short educational videos that reinterpret everyday traffic signs as reminders to recognise breast changes and seek medical attention. The initiative ran throughout October, which is Breast Cancer Awareness Month.
The campaign comes as Kenya continues to face challenges with late breast cancer diagnosis. Estimates from the International Agency for Research on Cancer’s GLOBOCAN 2024, published in July 2026, put annual new breast cancer cases in Kenya at more than 7,000, with over 3,000 deaths.
The National Cancer Institute of Kenya reported in October 2025 that between 60 and 70 per cent of breast cancers in the country are diagnosed at stages three or four. Fear, misinformation and limited access to diagnostic services remain among the barriers preventing people from seeking medical attention early.
“Early breast cancer is curable. We want to encourage Kenyan women to get tested at least once a year,” said Dr Gladwell Kiarie, president of the Kenya Society of Haematology and Oncology (KESHO).
Kiarie added that breast cancer in Kenya tends to affect younger women than in Western countries, with many receiving their first diagnosis between the ages of 35 and 50.
For TVS Motor, the campaign extends its community engagement efforts beyond its core two- and three-wheeler mobility business, using familiar road safety symbols to communicate a public health message.
“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,” said Madhu Prakash Singh, vice president of international business at TVS Motor Company.
The campaign links specific traffic signs to potential breast cancer symptoms. A “bump ahead” sign highlights unusual breast lumps, while an “uneven road” sign draws attention to changes in breast size or shape. Traffic lights are used to encourage people to notice changes in breast skin or nipples.
The approach is designed to make breast health information easier to understand and encourage conversations about symptoms that people might otherwise overlook or hesitate to discuss.
“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.
The initiative also calls on men to take part in breast health awareness and support relatives and partners seeking medical care. Although breast cancer is less common in men, they can develop the disease and should seek medical assessment for unusual breast changes.
The World Health Organization says early diagnosis and timely treatment improve breast cancer outcomes. While most breast lumps are not cancerous, a new or unusual lump should be assessed by a healthcare professional, even if it is painless.
The campaign’s educational messages do not replace clinical assessment or recommended screening. More information is available at Signs to Look Out For.