We partnered with all the national baseball teams and their pitchers and used the baseball games to create a on-going live tutorial, teaching fans the steps of a breast self-exam, reaching not just the people in the stadiums but also those watching the games on TV.

Breast cancer is one of the deadliest diseases for Dominican women. Every year, Tiendas La Sirena, the country’s biggest retailer, creates a campaign focused on promoting the self-exam as a tool for early detection, including free in-store consultations with medical practitioners in all their stores located nationwide. The main challenge is that even though most women are aware of this, they claim to not have the time or forget to do it every month.

To catch the attention of a whole nation we hacked baseball, a sport that Dominicans consider a religion. We partnered with all the professional teams and their pitchers to perform a live action, using the game to create a life-saving tutorial.

We decided that with this year’s campaign we couldn’t just address women, and crafted a message directed to the majority of the Dominican population to turn this into a shared responsibility, especially towards men who play an important role in a woman’s life. Our main audience is women, especially those over 25 years old, of any socioeconomic level. People who in spite of knowing about the self-exam and the dangers of breast cancer still don’t practice it regularly. However, our message was directed to the entire Dominican society, because the consequences of this disease not only affect women, but also their families.

On the first game of the season, the pitchers performed serial unusual moves on the mound on four back-to-back innings, waking up the curiosity of fans and news outlets. At the end of the game, we revealed that the moves represented the steps of a breast self-exam. The action was repeated by the different teams during the entire season, reaching the whole country through TV broadcast, digital channels and other media outlets, bringing an entire nation together to create a life-saving team.

We were able to reach over 6 million viewers, in both the stadiums and through the live TV broadcast for free. On social media, we got 7,364,818 impressions, 2,516,987 reach, 1,200,965 interactions (out of 6 million active users on social media.)