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 … read morepandemic, 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. With the help of the most important international and local fashion stores of Tiete 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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