White Rabbit Budapest
Mon, 12 Apr 2021 14:48:17 GMT
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.view more - Creative
Advertiser: Tieté Plaza Shopping
Marketing Manager: Ana Paula Cacciari
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: Purusha Filmes
Director: Leandro Carvalho
Genres: Fashion & Beauty
Categories: Medical Research, Healthcare and WellnessWhite Rabbit Budapest, Mon, 12 Apr 2021 14:48:17 GMT