WITH 20,000 CASES A YEAR, BREAST CANCER IN ARGENTINA IS THE SECOND CAUSE OF DEATH BY CANCER AMONG WOMEN. HOWEVER, DETECTED IN TIME, THE CURE RATE IS OVER 90%. THEREFORE, IT WAS ESSENTIAL TO ENCOURAGE AND EDUCATE WOMEN ON THE PERIODIC PRACTICE OF BREAST SELF-EXAMINATION.

THE CREATIVE IDEA WAS BASED ON A PUBLICATION FROM THE BRITISH MEDICAL JOURNAL THE LANCET AND ON THE WORK OF DR. LILIANA SOSA, WHO COLLABORATED IN THIS PROJECT, WHERE GRAPHIC SIGNS OF A PROBABLE BREAST CANCER WERE DETECTED IN THE BREASTS OF MODELS PORTRAYED IN THE PAINTINGS DONE BY REMBRANDT, RUBENS AND RAFAEL.

THE IDEA WAS TO HOLD AN EXHIBITION IN WHICH VISITORS COULD DISCOVER THROUGH TOUCH IN 3 SPECIALLY INTERVENED WORKS THE SYMPTOMS OF A POSSIBLE BREAST CANCER.

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IN ORDER TO HELP WOMEN GET ADEQUATE TREATMENT IN TIME, WE INVITED THEM TO EXPERIENCE HOW THE SYMPTOMS OF BREAST CANCER ACTUALLY FEEL THROUGH PALPATION. BECAUSE, BY DETECTING IT ON TIME, THE CHANCES OF CURING IT INCREASES BY AROUND 90%.

DURING MARCH, WE PRESENTED THE INTERACTIVE EXHIBITION “THE ART OF SELF-EXAMINATION” AT THE PRESTIGIOUS ISAAC FERNÁNDEZ BLANCO MUSEUM OF HISPANIC-AMERICAN ART IN THE CITY OF BUENOS AIRES. UNLIKE CONVENTIONAL ART SHOWS, THE INITIATIVE INVITED VISITORS TO TOUCH THE MUSEUM'S PAINTINGS WITH THE GOAL OF LEARNING HOW TO RECOGNIZE POSSIBLE BREAST CANCER SYMPTOMS THROUGH PALPATION.

+10000 people visited the exhibition.

MACMA’s web traffic increased by more than 203%

The number of registrations for the Free Mammograms Program runned by Macma, increased by more than 43%.

Due to the activation’s success, the governments of several other districts around Argentina reached out in order to host the exhibition in their local museums and public venues.