Self-Care Road Signs

Fenómena and Volvo Trucks bring visual traffic codes to breast cancer prevention in Chile. Faced with a reality where only 4 out of 10 women get an annual preventive mammogram, the campaign transforms road signs into self-care messages to promote early detection and remind us that, just as road signs help protect lives, paying attention to one's own body can also save them.

In Chile, only 4 out of 10 women get an annual preventive mammogram, despite breast cancer being the leading cause of oncological death among women in the country.

With this data, Fenómena, together with Volvo Trucks, developed a campaign for Breast Cancer Awareness and Prevention Month, using the visual language of traffic to communicate the importance of self-examination and early detection.

The idea transforms recognizable public road elements into self-care instructions. Thus, codes that usually guide and warn drivers and pedestrians take on a new purpose: raising awareness about prevention and the importance of paying attention to one's own body.

The initiative was rolled out across social media, printed materials, collaborations with influencers, and PR actions, taking the message to different spaces and audiences.

In this way, Volvo Trucks extends its commitment to safety beyond the road, demonstrating how an idea can connect a territory specific to the brand with a cause that involves us all.

Because if, on the road, signs help us protect lives...