League against cancer

Breast Cancer Awareness from Centuries Ago

Agency: VMLY&R


While breast cancer is more common in women. In men, it has a high mortality rate since it is not believed that it can happen to them. They never get checked and therefore they discover it at a late stage. Something as simple as a self-examination, touching your chest from time to time, can prevent several people from being part of those small but deadly statistics.

It turns out that, for some aesthetic reason, several ancient men posed for paintings with their hands touching their chests in a position similar to that of a self-examination. That is why we have decided to name these painters, precursors of breast self-examination in men, visionaries of past centuries who were already showing that a man touching his chest for long periods of time was nothing to make a scandal about. So let's follow the example of these pioneers of the past. And let's touch our chests again.

This professional campaign titled 'Breast Cancer Awareness from Centuries Ago' was published in Peru in November, 2022. It was created for the brand: League against cancer, by ad agency: VMLY&R. This Print medium campaign is related to the Health and Public Interest industries and contains 3 media assets. It was submitted about 1 year ago by Creative Copywriter: Luis Felipe Rios of the community.


Client: Liga Peruana Contra el Cáncer

Agency: VMLY&R Lima
CD: Eduardo Meza y Carlitos Fernandez
Creative Copywriter: Luis Felipe Rios
Art Director: Fernando Guerra
Designer: Renzo Zapata
ECD: Tin Sanchez
Account Director: Anne Achata

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