The Breast Cancer National Campaign, with the collaboration of celebrities and mass media, aims to reach the attention of million of women and make them think about the importance of having the habit of doing the auto test every month.
We developed a communication action for Macma www.macma.org.ar and the companies that decided to be part of this campaign. We designed a 360° strategy including TV, radio, advertising, billboards, street actions and online actions through a microsite www.yomeanimo.org. We know the problem affects all and each woman that's why we decided to get the involved under the status of "partners" as a key element to the success of the campaign. Sinergy is the solution to the problem.
One of the original street actions that takes place during the campaign is a "Big Mirror" ("El Espejón") that lights on when someone stands up in front of it and sends out a message simultaing someone's inner voice that says: "You are the type of woman that like to look after your physical aspect. Get in the mood of taking after yourself in the same way. Do the auto breast test monthly."

To watch the TV spot, click here.