MACMA IS A NON-PROFIT ORGANIZATION AIMED AT SUPPORTING WOMEN WITH BREAST CANCER IN ARGENTINA. THE SPECIFIC OBJECTIVE OF THIS CAMPAIGN WAS TO RAISE AWARENESS ABOUT THE IMPORTANCE OF EARLY DETECTION.

WITH 20,000 CASES A YEAR, BREAST CANCER IN ARGENTINA IS THE SECOND CAUSE OF DEATH BY CANCER AMONG WOMEN. HOWEVER, DETECTED ON TIME, THE CURE RATE IS OVER 90%. THEREFORE, IT WAS ESSENTIAL TO ENCOURAGE AND EDUCATE WOMEN ON THE PERIODIC PRACTICE OF BREAST SELF-EXAMINATION.

FOR THE FIRST TIME, WE MADE A MUSEUM ALLOW WORKS OF ART TO BE TOUCHED IN ORDER TO RAISE AWARENESS ABOUT THE IMPORTANCE OF EARLY DETECTION OF BREAST CANCER. MORE THAN 10,000 PEOPLE WERE ABLE TO INTERACT WITH SPECIALLY INTERVENED WORKS BY RUBENS, REMBRANDT AND RAFAEL, PERFORMING THE SELF-EXAMINATION TECHNIQUE ON THEM IN ORDER TO LEARN HOW TO DETECT THE SYMPTOMS OF BREAST CANCER THROUGH PALPATION.