The Gift Card of Life (case study)

In a bid to democratize access to essential healthcare, Peruvian supermarket chain Tottus has introduced a new offering for breast cancer awareness month: mammograms for PEN 99 (USD 26/EUR 24). This price significantly undercuts the fees commonly charged by private clinics, which serve as alternatives to public healthcare providers with months-long waiting times.

The purchase process is as straightforward as buying groceries. Customers pick up a mammogram voucher card from designated stores, pay at the checkout, and then schedule an appointment with the screening provider Clínica Internacional. The offer is available through December 15, 2023, and includes results and screening images on a CD, which will be provided three business days after the exam. This initiative was developed by McCann Lima.

Pink candles, pink chocolate, pink sweaters, pink cans of baked beans—every October, brands pile on the pink for breast cancer awareness. While some genuinely support breast cancer research and patients, others are driven by sales or publicity. Consumers are aware of this trend; a February 2023 Ipsos survey revealed that 65% of US respondents believe too many businesses use the language of social purpose without committing to real change.

Tottus, however, is making a concrete difference by selling mammogram vouchers in its stores. When planning a Breast Cancer Awareness campaign or any other social impact program, it’s crucial to ensure your initiative isn't self-serving or merely a revenue opportunity. Ask yourself: Is your brand genuinely adding value to the cause it aims to support? Can you leverage your sales or logistics channels to make an immediate, practical difference?

By offering affordable mammograms, Tottus not only raises awareness but also provides a vital health service to its community. This initiative stands out as an example of how businesses can use their resources to contribute meaningfully to important causes. Through this program, Tottus demonstrates a commitment to social responsibility, helping to remove financial barriers to essential healthcare and supporting early detection of breast cancer.