| Заголовок | 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. |
| Агентство | White Rabbit |
| Кампания | The Self-Exam Mannequin |
| Рекламодатель | Tietê Plaza Shopping |
| Бренд | Tietê Plaza Shopping |
| Дата первой трансляции/Публикации | 2021 / 3 |
| Бизнес сектор | Розничная торговля, дистрибуция и рестораны |
| История | 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. |
| философия | 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. |
| Проблема | 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. |
| Результат | 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. |
| Тип медиа | Анализ ситуации |
| Длина | |
| Главный креативный директор | Istvan Bracsok |
| Главный креативный директор | Levente Kovacs |
| Креативный директор | Luis Paulo Gatt |
| Strategic Creative Director | Jim Seath |
| Ассоциированный креативный директор | André Nunes Bueno |
| Копирайтер | Deco Artilheiro |
| Копирайтер | Adam Lenart |
| Арт-директор | Roger Possatto |
| Арт-директор | Zsófia Fribék |
| Арт-директор | Marcos Mendes Tanaka |
| Директор по обслуживанию клиентов | Levente Balint |
| Продакшн Студия | Purusha Filmes |
| Менеджер по рекламе | Ana Paula Cacciari |
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