The self-exam mannequin
Tiete Plaza Shopping
Issue 60 | September 2021
Agency
White Rabbit Budapest
Creative Team
Chief Creative Officer: Istvan Bracsok, Levente Kovacs Creative Director: Luis Paulo Gatti Strategic Creative Director: Jim Seath Associate Creative Director: Andre Nunes Bueno Copywriters: Deco Artilheiro, Adam Lenart Art Directors: Roger Possatto, Luis Paulo Gatti, Zsofia Fribek, Marcos Mendes Tanaka
Other Credits
Client Service Director: Levente Balint Production Company: Purusha Filmes Director: Leandro Carvalho Marketing Manager/Tiete Plaza Shopping: Ana Paula Cacciari
Date
July 2021
Background
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.
Idea
When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, special mannequins were set up in the most important international and local fashion stores: mannequins doing breast-self examinations.
These mannequins were displayed in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. Detailed guides and instructions on how to perform breast self-examination properly were applied in the changing rooms of the stores.
Results
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.