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Shopping Vale do Aço

Don’t wait until cancer shows its face

Agency: ORO Comunicação


October was internationally chosen as a month for promoting the battle against breast cancer.
Every year campaigns aired on this date spread valuable information attempting to diminish the number of casualties caused by this disease.
The Pink October – as the month is usually called, have plenty of actions to increase the population awareness on how self-exams and tracking tests are important to help preventing breast cancer.
This year Shopping do Vale do Aço has decided to approach the topic from a different perspective: women should have an attitude shift to be empowered and take decisions about their own health.
According to specialists, daily habits such as healthier eating, being physically active, not smoking and seeing a doctor regularly are key factors that substantially contribute to avoid a positive diagnosis on breast cancer.
To deliver this message a picture shows a female chest as if it was an ID that belongs to a carcinoma itself – a clear scenario that identifies that pair of breasts as they were flagged as sick, even if they look healthy on the outside.
The motto for the campaign helps it bringing a loud warning: “Don’t wait until cancer shows its face. Taking care of your health is still the best prevention method."

This NSFW professional campaign titled 'Don’t wait until cancer shows its face' was published in Brazil in September, 2017. It was created for the brand: Shopping Vale do Aço, by ad agency: ORO Comunicação. This Print medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted over 6 years ago.


Advertising Agency: ORO Comunicação, Belo Horizonte, Brazil
Creative Director: Tiago Matte

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