BACKGROUND

Cancer has become a global concern due to factors like aging populations, environmental pollution, overtime work, and unhealthy diets. Early diagnosis is key in the fight against cancer. Raising awareness and encouraging early medical consultation can significantly improve survival rates. Post-COVID-19, Pfizer is focusing heavily on cancer drugs, aiming to develop at least eight blockbuster treatments by 2030. In 2024, Pfizer also celebrates its 175th anniversary and its 35th year in China, aligned with its “Outdo Yesterday” campaign to fight cancer.

IDEA

The event, held just before the 2024 Shanghai Fashion Week, was titled "Make Invisible Visible." This collaboration between F5 Shanghai, fashion designers, and Pfizer’s oncology team featured six outfits, each representing the early, mid, and late stages of lung and breast cancer. The garments visually illustrated the invisible changes that occur in cancer cells and the psychological impact on patients. This unique fusion of fashion and medical insights aimed to highlight the importance of prevention and early detection.