-Law No. 5811: Regulates the propaganda that uses the image of women: it doesn't allow to show topless woman in National TV, in any context.

-Censorship rules of FaceBook and YouTube that censure any topless woman initiative.

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.

-The tutorial was cover and editorial content of the 4 most important newspapers in the country

Through censorship and double standards, this project put the breast cancer on the map, generating organic contents and the interest of millions of people, media and even the first lady of Cost Rica. All this, educating as it should be, in the process.

It was a cross channel strategy for October, the breast cancer month, ending in a direct response. Gollo created a tutorial video showing a naked woman doing a self-breast exam, with the intention of being censored in various media, then generated an intentional journey of censorship for this video: TV, Facebook and YouTube. Each time the video was censored in a medium, the indignation and the anger of the people, grew, transforming the content into a cultural discussion. Unable to be shown in the any media in the country, the video was finally released in the only media that no censorship office could touch: the screens of our 133 stores across the country, the video redirected people to gollotienda.com where they could download the tutorial test and register the date of their exam, to follow up their case.

Costa Rica has, unfortunately, the second place in the region in breast cancer; this is a major health issue that most of the women are not aware (for them, close their eyes and ignore the possibility to have breast cancer is better than dealing with it). To make it worse they are not aware of how to auto evaluate and prevent it.

Gollo, Costa Rica retail leader, decided to educate and raise awareness, after all, 75% of its clients are woman.

The objective was to create a meaningful message able to reach at least 10% of the population, to help raise the appointments in public hospitals for early detection of breast cancer.