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.