Argentine television has sign language for the deaf-mute. During many passages of a show there's no talking, so the interpreters stand still without moving their hands. At that time, our interpreters did a self-examination to encourage TV viewers, also showing how simple it is. Billboards with information about breast cancer accompanied the action.

Thanks to a previous agreement with the channel authorities, during live shows, on every silence, our interpreters did a self-examination. Then they moved along with their routine.

Thanks to this action, LALCEC´s website multiplied its visits. We reached a historic record number of visits over the next four weeks. All this repercussion was achieved with a $0 investment in production.

We reached millions using an existing format in an unprecedented way.

We spent $0 in production. The case had great repercussion among media and people, making the message massive. Thanks to actions like these, we drastically keep reducing the death rate due to breast cancer.

Because we used a massive resource from Argentine television in a creative and relevant way, for the very first time.

Target audience: Women ABC1, C2, C3. 20 – 65 years old.

Activation took place on different shows in the afternoon, the time frame when women are home alone.

We had a very small budget to massively inform that one of the best ways to prevent breast cancer is by doing a simple self-examination.

The brief consisted on taking action to create consciousness about breast cancer and how easy it is to prevent it, with a very low budget.

To encourage women to do this simple self-examination in those moments when they can do it.