Boobs With A Purpose
Advertising Agency
São Paulo, Brazil
Agency / Creative
Post Production / VFX
Music / Sound
Several years back Peruvian advertising used to be sexists, just to sell, to sell anything. Fortunately things have changed. But now, for the World Day of Breast Cancer Prevention on 19th October, boobs are back to advertising, but now as “Boobs With A Purpose”, to raise awareness amongst the population and remind them of the importance of prevention of this disease by having a check up on time. MullenLowe 511 Peru, presents “Boobs With A Purpose” (“Tetas con Propósito), for the Liga Contra el Cáncer (The League Against Cancer of Peru). Several public figures take part in the ad, like Leslie Stewart, Fernanda Kanno, Ebelin Ortiz, Georgette Cárdenas, Gachi Rivero, Cecilia Bracamente, Silvia Bardales, Denis Fajardo, Yordana Lopez, Jaime Mandros, Junior Silva, among others, who help recount the current issues surrounding breast cancer in Peru, but the video is different in the sense that if doesn’t show their faces, but only their chests, so call out for the audience’s attention and generate awareness on the importance of preventing breast cancer. The campaign invites Peruvians to post in their social networks a photo of their breasts, using the hashtag #TETASCONPROPOSITO (#BoobsWithPurpose). We expect that with this initiative more people will become aware of the importance of prevention.
About MullenLowe Brasil

MullenLowe Group is a creatively driven integrated marketing communications network with a strong entrepreneurial heritage and challenger mentality. We are a global creative boutique of distinctive diverse agencies, rich in local culture with both intimacy and scale, present in more than 65 markets with over 90 agencies. With a hyperbundled operating model, global specialisms include expertise in brand strategy, and through the line advertising with MullenLowe; creatively driven digital transformation with MullenLowe Profero; media and communications planning and buying with Mediahub; customer engagement with MullenLowe Open; and consumer and corporate PR with MullenLowe PR and MullenLowe salt. We are focused on delivering an Unfair Share of Attention for clients’ brands and are consistently ranked among the most awarded creative and effective agency networks in the world. For eight consecutive years, MullenLowe Group has topped the Effie Index as the most effective global network in terms of points per dollar revenue, in 2018 was named to the Ad Age Agency A-List and in 2019 was ranked in the top ten ‘Top Agency Networks for Creativity’ in the WARC Creative 100.

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