ABOUT
BACKGROUND
Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.
IDEA
When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations.
EXECUTION
We displayed these mannequins in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.
RESULT
During the Pink October these mannequins were exposed to more than 700 000 people in the shopping mall, and caught the attention of traditional media channels. It resulted 1,2 M USD in earned media, and 55% increase in followers and 3,7 M social media impressions. This special activation helped women to realize the importance of doing breast self-examination, even during the hard and stressful times of the pandemic.
MADEIT CREDITS
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Tietê Plaza ShoppingClient
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Ana Paula CacciariMarketing Manager -
Andre Nunes BuenoAssociate Creative Director -
White Rabbit BudapestAccount Director -
Leandro CarvalhoDirector -
Marcos Mendes TanakaArt Director -
Jim SeathCreative Director -
Luis paulo GattiSr art director -
Andre ArtilheiroCopywriter -
Istvan BracsokChief Creative Officer / Founder -
Levente KovacsChief Creative Officer/Founding Partner -
Levente BálintClient Service Director -
White Rabbit Budapest -
André BuenoSenior Copywriter -
Zsófia FribékGraphic Designer -
Ádám LénártCopywriter -
Deco ArtilheiroCopywriter -
Purusha FilmesProduction Company -
Roger PossattoArt Director
White Rabbit Budapest has been a Contributor since 8th January 2019.