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Tieté Plaza Shopping Mall's Fashion Store Mannequins Teach Breast Self-Exam

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White Rabbit Budapest turned window shopping into a breast self exam tutorial in Brazil

Tieté Plaza Shopping Mall's Fashion Store Mannequins Teach Breast Self-Exam

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. ​

White Rabbit Budapest teamed up with Tieté Plaza, one of the largest shopping malls in Sao Paolo, and when the re-open took place in October 2020, they created an in store activation that put focus on the importance of breast self-examination

"We believe that this is an important act in raising awareness to breast cancer, and especially the importance of prevention – says Ana Paula Cacciari, Marketing Manager at Tieté Plaza Shopping. – With this simple and easy-to-perform technique women can monitor themselves regularly."

With the help of the most important international and local fashion stores of Tieté Plaza, traditional fashion mannequins were replaced for special ones: mannequins doing breast self-examinations. The mannequins caught the attention of shoppers; in the changing rooms of the stores we applied detailed guides and instructions on how to perform breast self-examination properly.

Mannequins were displayed in dozens of different stores during Pink October – the breast awareness month – being exposed to more than 700 000 people, and caught the attention of traditional media channels, and caused a 430% rise of engagement on social media.

This special activation helped women to realize the importance of doing breast self-examination, even during the hard and stressful times of the pandemic.

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Client

Advertiser: Tieté Plaza Shopping

Marketing Manager: Ana Paula Cacciari

Creative Agency

Creative Agency: White Rabbit Budapest

Chief Creative Officer: Istvan Bracsok, Levente Kovacs

Creative Director: Luis Paulo Gatti

Strategic Creative Director: Jim Seath

Associate Creative Director: Andre Nunes Bueno

Copywriters: Deco Artilheiro, Adam Lenart

Art Directors: Roger Possatto, Luis Paulo Gatti, Zsofia Fribek, Marcos Mendes Tanaka

Client Service Director: Levente Balint

Account Director: Dora Telbisz

PRODUCTION COMPANY

Production Company: Purusha Filmes

Director: Leandro Carvalho

Genres: Fashion & Beauty

Categories: Medical Research, Healthcare and Wellness

White Rabbit Budapest, Mon, 12 Apr 2021 14:48:17 GMT