Breast cancer prevention campaigns echo the same message: “do the self-exam”.
What they never address is the fact that our hands are unable to feel a tumor before it reaches 2 cm. And that may be too late.
To alert 40+ year women of the importance of the mammogram, we gathered artists who have survived cancer and, despite their sensitive hands, couldn’t detect their breast lumps with self-examination. These women created artworks using their old x-ray sheets as canvases and A.C. Camargo spread the word.
Cannes Lions | Shortlist Cannes Health and Wellness - Services & Corporate Communications
CLIO HEALTH | Silver - Design
“OUR HANDS CAN ONLY FEEL A BREAST TUMOR WHEN IT'S BIGGER THAN 2 CM. IF IT'S ANY SMALLER, ONLY THE MAMMOGRAPHY CAN DETECT IT.”
DR. JOSÉ BEVILACQUA, CRM-SP 78779
CCOs: Ricardo John e Rodrigo Grau ECD: Humberto Fernandez Creative Director: Danilo Janjacomo, Luciana Cardoso Copywriters: Julia Velo, Nayara Lima Art Directors: Paula Bustamante, Fernanda Sousa, José Oliveira, Paulo Filipe Movie Producer: Paranoid Sound Designer: Soup! Artists: Cláudia Haragushi, Tânia Turcato, Anália Moraes, Clara McAllister, Cami Belotti, Clube do Bordado, Patricia Lima, Yumi Shimada, Juliana Mota, Fernanda Menge, Bárbara Malagoli, Estudio MY.S, Ritinha, Ane Schütz, Dandara Hahn. Work done at JWT Brazil