#TouchYourBreasts as much as fruits

When an insight can save lives.

After so many campaigns and attempts to raise awareness, only 1 out of 4 women know how to perform a self-exam and recognize the symptoms of breast cancer. A shame. That’s why, together with our client Ketal Hipermercados, we launched the campaign #TouchYourBreasts. We realized that the main symptoms of the disease also appear on the skin of fruits, so we combined this finding with an insight as common as it is universal: when we go to the supermarket, we’ve all touched the fruits to see if they’re in good condition. A similar action to what we should do with our breasts to identify lumps like those in avocados, changes in skin texture similar to the skin of oranges, and spots like those on papayas or mangoes. At Ogilvy, we have received our first recognition for making Ketal’s #TouchYourBreasts a permanent campaign in its supermarkets, focused on raising awareness and promoting breast cancer screenings, in partnership with one of the best clinics in the city, to protect future Bolivian generations.