The campaign is based on a series of tutorial videos that each begin with a woman about to perform a breast self-exam. By the moment she takes of her shirt a man steps into frame and she “borrows” his breasts to avoid censorship and demonstrate this early detection technique clearly step by step.
The content was initially published on Macma’s YouTube, Facebook, and Instagram channels. Local celebrities supported the campaign to extend the scope of the message organically.
In a second stage, once the message had freely reached people, we developed a PR plan to start a global debate.
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