A powerful metaphor, an iconic breakfast, and an urgent objective were the perfect recipe for bringing to life “Pancakes Against Breast Cancer”, the most disruptive awareness and … read morefundraising campaign by the American Cancer Society of Puerto Rico (SACCPR), created by the Puerto Rican advertising agency Lopito, Ileana & Howie. With an integrated and collaborative execution across advertising, public relations, social media, and earned media, the campaign not only broke fundraising records but continues to solidify its impact both on the island and beyond. Inspired by the common comment from women that a mammogram "squashes the breast like a pancake," the creative piece turns that fear into an educational tool. Through original recipes inspired by real survivor stories and developed by local chefs, the campaign not only transformed the perception of the exam but also sparked brave and necessary conversations in homes, brunch events, schools, communities, workplaces, and restaurants across the country.
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