Undress the reality of breast cancer by undressing women on mass media.

Gollo capitalized the censorship laws of the country ans social media platforms, to show how something as necessary as a self breast exam, its so difficult to communicate. A statement that organically involved thousands of Costa Ricans who turned our content in a cultural debate, which reached its climax in the place that most interested us: our stores.

On October the 1st we launched the video in Canal 7, the most important TV channel of Costa Rica, during the halftime of the Costa Rica vs. USA soccer game (prime time), reaching to more than 1.500.000 Costarican (in a country of 1.400.000 people). Due to the pressing of the censorship office the channel immediately censored the video. On October the 2nd we posted the video on Facebook, after a great response of thousands of people, the video was finally censored. On October the 4th we uploaded to YouTube, being censored the next day. From October the 6th to October the 31st we screened the video in 13.000 TV screens of our 133 stores all over the country, 8 hours a day.

-1.500.000 people, in a country of only 4.500.000 people, saw the tutorial video.

-The video was downloaded 30,000 times through gollotienda.com

-The traffic in the stores grew 11% (comparing with previous month: September 2015).

-Costa Rica’s first lady endorsed the initiative, making the problem part of the political agenda.

-The appointment in public hospitals for early detection of breast cancer increased 15% compared with the previous month of the launch of the video.