Tietê Plaza Shopping - "The Self-Exam Mannequin"

White Rabbit

White Rabbit Budapest, Hungary

Awards

1503

This ad is part of the ACT Responsible Collection

Brand: Tietê Plaza Shopping
Country: Hungary

Advertiser: Tietê Plaza Shopping

Title	The Self-Exam Mannequin
Brief	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 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations.We displayed these mannequins in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.
Agency	White Rabbit
Campaign	The Self-Exam Mannequin
Advertiser	Tietê Plaza Shopping
Brand	Tietê Plaza Shopping
Date of First Broadcast/Publication	2021 / 3
Business Sector	Retail, Distribution & Restaurants
Story	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 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.
Philosophy	When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations. We displayed these mannequins in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.
Problem	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 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.
Result	During the Pink October these mannequins were exposed to more than 700 000 people in the shopping mall, and caught the attention of traditional media channels. It resulted 1,2 M USD in earned media, and 55% increase in followers and 3,7 M social media impressions. This special activation helped women to realize the importance of doing breast self-examination, even during the hard and stressful times of the pandemic.
Media Type	Case Study
Length	106 seconds
Chief Creative Officer	Istvan Bracsok
Chief Creative Officer	Levente Kovacs
Creative Director	Luis Paulo Gatt
Strategic Creative Director	Jim Seath
Associate Creative Director	André Nunes Bueno
Copywriter	Deco Artilheiro
Copywriter	Adam Lenart
Art Director	Roger Possatto
Art Director	Zsófia Fribék
Art Director	Marcos Mendes Tanaka
Client Services Director	Levente Balint
Production Company	Purusha Filmes
Advertising Manager	Ana Paula Cacciari