Our creative idea was that anytime, anyone can find even 3 minutes in their day to perform a breast self-exam, that's why we took the busiest women in television during their 1 hour shows.

In the country, most shows are hosted by a man and a woman, and on October 19th, 2017, the International Breast Cancer Awareness Day, the most important female TV presenters and news anchors stood up in the middle of their shows without any explanations and left the set when it was their counterpart's turn to speak. People turned to social media wondering what had happened, and after a minute, an onscreen overlay appeared inviting viewers to tune in on Facebook Live to discover why they left where they guided them on a live breast self-exam. When finished, the hostess would return to the set and resume her duties on the show.

In the country, most TV shows are hosted by a man and a woman, and on the International Breast Cancer Awareness Day, the country's most important female TV presenters and news anchors stood up in the middle of their shows and left the set when it was their male counterpart’s turn to speak.

Social media was flooded with comments of people wondering what had happened, and after a minute, an onscreen overlay appeared inviting viewers to tune in on Facebook Live to discover why they left.

During the live video, the hosts explained the reason behind their disappearance and guided women on how to do a breast self-exam. After a few minutes, the hosts returned to the set and carried on with the show, proving that any small window of time can be used to fight breast cancer.

-Over 1 million people reached on Facebook in a single day

-Over 500,000 views, comments, shares and reactions

-Over 3,700 mammograms performed in store by trained physicians

-3 women are currently in treatment for Breast Cancer after being diagnosed in our stores

-The idea gained tons of free press in traditional and digital channels including influencers and celebrities

Time is the most valued asset on live TV, it's also Breast Cancer's biggest enemy. This idea required a unique negotiation with the most prominent women on live TV where we asked them to take off on-air time on their shows to perform a breast self exam.

We had to create a strategy to demonstrate women that time was not an excuse. In Dominican Republic TV is the most important medium, preferred by 95% of Dominican women. Knowing this, we negotiated with the most prominent females on TV to perform a simple live action on their shows. These women with their long established careers in television are role models to Dominican women with millions of followers on social media. We had to convince them to stand up in the middle of their shows and without any explanations leave the set.

Time is the excuse used by most women to avoid doing a breast self-exam every month, even though it’s the one thing all women can do to find breast cancer early, when it's more likely to be treated successfully. Tiendas La Sirena, Dominican Republic’s biggest department store and a long-time advocate for female well-being, took this day as an opportunity to highlight that time is both an enemy and an ally in the fight against breast cancer.