Cannes Lions
LEO BURNETT MÉXICO, Mexico City / EVA CLINIC / 2020
Overview
Entries
Credits
Background
Last year in Mexico, Breast Cancer claimed the lives of more than 13,000 women. According to the National Statistics Institute, 80% of the cases were diagnosed too late.
A timely check-up could save millions of lives, but, in rural communities, many men still forbid their wives to have a professional screening for early detection. For them, someone else touching their wives –either a man or a woman– is considered a dishonor.
Idea
We developed a booth that allows the Breast Cancer diagnostic test to be performed without the need for anyone to touch or see the patient.
Strategy
The ideal solution for a machismo problem would be to achieve a change of mentality, but that takes time, with 13,000 deaths a year in México, we needed a quick solution, so instead of trying to change a mentality, we proposed to find ?a way to change the test in rural communities throughout México.
Execution
We designed a portable airtight cabin that can easily reach marginalized communities in Mexico.
We equipped it with an Infrared Thermographic Camera, that creates heat maps and is the only existing technology in the world with which the examination can be performed without touching the breast.
And with the help of original software, which interacts with patients through voice, we get them to carry out the check-up themselves in the least invasive way that exists until now, without anyone touching or looking at them.
At the end of a 10-minute examination, a specialized doctor from Eva Clinic provides specific indications for each particular case.
Outcome
Today the booth is officially approved by the FDA
We have carried out more than 20,000 studies.
And we have detected more than 1,500 cases on time.
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