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Aristide Maltez Hospital: Show breasts

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PR, Online
Aristide Maltez Hospital

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 #allthebreast

Brazilian 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.

Advertising Agency:Propeg, Salvador, Brazil
CCO:Emerson Braga
Creative Director:André Amoedo
Copywriter:Emerson Braga, André Amoedo
Art Direct:Pedro Chequer, James Willians
Digital Crative:Rebecca Lyrio, Raphael Medeiros, Carol Silva
Account:Michele Estevez, Tatiana Leal
Plannner:Melina romariz
Grafic Prodution:Ariana Guerra, André Coni
Media:Rosana Ramos.
Make e Hair:Chocolate
Approval:Humberto Luciano
Suport:Jornal Correio, Bonita Também, Coletivo Minissaia

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The North Face: Extreme Shopping

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Outdoor
The North Face

The North Face Korea, the No. 1 outdoor brand in Korea which greets its 50th year anniversary of the foundation, publicly announced the statement ‘50years of exploration’ and began the campaign with McMURDO, which is a representative heritage product of The North Face, as the object. 

Can The North Face Korea, which had presented to the consumers an exploration within the downtown which could not be thought of while riding the dog sleds together with McMURDO in the last, give as a present yet-another, differently-colored adventure this time? In order to unfold a very special opportunity for an exploration of which the brand spirit is alive and overflows, the campaign overflowing with the energy was prepared together with INNORED. 

 Until now, as the spaces in which the unimaginable adventures are unfolded, the pop up stores of The North Face approached the consumers. In commemoration of the 50th year since the foundation, the consumers visit the special pop-up stores. And the customers who tried wearing the McMURDO products get around to receiving the proposal worth doubting the ears. “You can purchase the McMURDO product which you are wearing now free-of-charge. 

Can I help you for that shopping?” At the moment of answering ‘Yes’, suddenly, in front of the customer, the blue sky and the zipline that goes down 120 meters from a dizzy height are unveiled. The shopping situation is extreme, so much so that the McMURDO can be received free-of-charge at the counter installed 120 meters below. 

What would the people facing the moments of the challenges and the explorations, which could not be thought of, select? The moments of the adventures overflowing with the thrills. The new exploration begins! It has been gaining great views on YouTube and Facebook websites. The video has been shared rapidly, already achieved over 5mil. 

Views only in 6 days. The North Face Korea’s campaign series delivers a unique concept to people who lead a routine and would like to help them awaken the values of exploring in their life.

Advertising Agency:INNORED, Seoul, South Korea