In Chile, four women die a day due to late detection of Breast Cancer. Due to this shocking statistic, year after year, Movistar seeks to be present in Breast Cancer Awareness Month with different actions that promote self-care and transmit the brand's purpose, which is "to make a more human world, connecting people's lives."

We used the dome of the Movistar Arena, one of the brand's most iconic buildings, and its unique shape that resembles a breast, to perform the largest breast self-exam ever seen. To achieve this, we programmed the hundreds of lights of its dome to recreate the movements of the self-examination, and people could saw them from the vicinity of the Movistar Arena and through streaming on all the brand's platforms.

The Movistar Arena is one of the most important brand assets since it allows us to be in constant contact with thousands of people through unforgettable experiences. Still, after months of the pandemic, it was closed and lost relevance as a point of contact. That's why, using the observation that its dome resembles a breast, we gave it a new value during Breast Cancer Awareness Month doing the largest self-examination ever seen, and creating again a unique and unforgettable experience that reached thousands of people.

A specialist recommended each of the breast self-examination movements, then replicated and programmed by the technicians who control the operation of the lights in the Movistar Arena dome. And thousands of people could see the movements from the Movistar Arena's vicinity or via live streaming on all the brand's platforms. It also was shown in primetime on open television and kept as permanent content in our hub.

With more than 19 million impressions, more than 8 million total video views, a reach of more than 2 million in social networks, and 50.6% of VTR, Unforgettable Lights is the Movistar's most successful action in all the years in those it has been present in the fight against Breast Cancer.