Aristide Maltez Hospital: Show breasts

October 21, 2016Filed under PR, Online and Public Interest, NGO

Mastectomized women "show their breasts" on social media to raise awareness about breast cancer.

A digital campaign created by Propeg challenges social media censorships, make an awareness wake up call and invites people to share the message using the hashtag #allthebreast

Brazilian agency Propeg created for Aristides Maltez Hospital and Bahia League Against Cancer - LBCC a digital campaign about the importance of performing regular breast self-exams. Entitled “allthebreast", this bold initiative defies the rigid rules of social media about the prohibition of showing women naked breasts pictures.

The agency came up with cards showing pictures of courageous mastectomized women. With the message “I can show my breasts on Facebook”, these women revealed that they overcame social media censorship in the worst possible way.    

According to the press office of Aristides Maltez Hospital, this unprecedented initiative may increase people’s demand for information about breast cancer and help to promote early diagnosis of the disease. "We are delighted with this action because, besides being brave, it rides on the back of a particular social context in which people discuss everything on social media. If a picture like ours worth more than a thousand words, we really hope that people talk about this disease and encourage the awareness and practice of preventive methods, such as self-examination”, they say.

The action “Mulheres de Peito” takes place on Facebook and Instagram till the end of October and has a partnership with the Correio da Bahia newspaper.

Advertising Agency:Propeg, Salvador, Brazil
CCO:Emerson Braga
Creative Director:André Amoedo
Copywriter:Emerson Braga, André Amoedo
Art Direct:Pedro Chequer, James Willians
Digital Crative:Rebecca Lyrio, Raphael Medeiros, Carol Silva
Account:Michele Estevez, Tatiana Leal
Plannner:Melina romariz
Grafic Prodution:Ariana Guerra, André Coni
Media:Rosana Ramos.
Make e Hair:Chocolate
Approval:Humberto Luciano
Suport:Jornal Correio, Bonita Também, Coletivo Minissaia
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