Michele Estevez
Account Director at propeg
salvador, Brazil
TitleInstagram
Agency
Campaign Show breasts
Advertiser Aristide Maltez Hospital
Brand Aristide Maltez Hospital
PostedOctober 2016
Business Sector Disease Awareness, Support Groups & Associations
Tagline “I can show my breasts on Instagram”
Story 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 #allthebreastBrazilian 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. 
Media Type Print
Art Director
Digital Creative Director
Account Manager
Chief Creative Officer
Copywriter
Planning Team
Creative Director
Copywriter
Graphic Production
Art Director
Account Manager
Digital Creative Director
Digital Creative Director
Graphic Production

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started