Only 1 out of 4 women know how to perform a self-exam and recognize the symptoms of the disease. Serious . That’s why, alongside our client Ketal Hipermercados, we launched #TouchYourBreasts. We realized that the main symptoms of breast cancer also appeared on the skin of fruits, so we combined that data with an insight that is as common as universal: when we go to the supermarket, we’ve all checked the fruits to see if they’re good. An 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’ve already received our first recognition because we managed to get Ketal to turn #TouchYourBreasts into a perennial campaign in the supermarket to raise awareness and perform breast cancer screening for future Bolivian generations.

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