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 | |
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 |