Early detection of breast cancer is crucial, yet it’s still often diagnosed at advanced stages—reducing treatment options and survival chances.
Challenge
We needed to rally forces to detect breast cancer as early as possible—to win the fight before it even begins.
Insight
“Strike first, strike twice”: a timely diagnosis gives you the upper hand in the fight.
Creative Strategy
Using boxing as a metaphor, we invited doctors, women, and their families to come together and defeat breast cancer before the first round even starts.
We launched social media content to reach a wide audience of undiagnosed women, inviting them to step into the ring before the bell of cancer sounds—and lead them toward an undefeated record.
The fight starts with medical check-ups and self-exams—the perfect combo to beat breast cancer before the first bell.
Local governments, municipalities, and breast cancer advocacy groups joined the initiative to amplify and replicate the key actions needed in this fight.
The press played a central role in the strategy by spotlighting the campaign’s core message: the 1-2-3 combo.
- Mammogram — a low-dose X-ray system used to visualize the inside of the breasts and detect abnormalities.
- Self-examination
- Clinical exam by a specialist
Through the press, the public was invited to a digital meeting with medical experts who shared valuable information with the entire community.
These efforts led to a 20% increase in medical check-ups for early breast cancer detection during the three months following the campaign’s launch.
