Innovation > Innovation

UNTOUCHABLES.

LEO BURNETT MÉXICO, Mexico City / EVA CLINIC / 2020

Awards:

Shortlisted Cannes Lions
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Demo Film
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Overview

Credits

Overview

Why is this work relevant for Innovation?

In rural communities in Mexico, many men still forbid their wives to have a professional screening for Breast Cancer early detection. For them, someone else touching their wives –either a man or a woman– is considered a dishonor.

Changing this macho mentality could take decades, to save lives today, we decided to change the way we make the exam, creating an innovative portable cabin that can easily reach marginalized communities in Mexico and allows us to diagnose Breast Cancer, without anyone touching or looking at the patient.

Background

Last year in Mexico, Breast Cancer claimed the lives of more than 13,000 women. According to the National Statistics Institute, 80% of the cases were diagnosed too late.

A timely check-up could save millions of lives, but, in rural communities, many men still forbid their wives to have a professional screening for early detection. For them, someone else touching their wives –either a man or a woman– is considered a dishonor.

Describe the idea

We developed a booth that allows the breast cancer diagnostic test to be performed without the need for anyone to touch or see the patient.

What were the key dates in the development process?

- Febrero, 2019: Eva gets medical device approval as adjunct cancer screening by COFEPRIS (Federal Commission for Risk Protection).

- Abril, 2019: Approved by FDA.

- March, 2020: Cabin delivery.

- March, 2020: Commissioning.

Describe the innovation / technology

We designed a portable airtight cabin that can easily reach marginalized communities in Mexico.

We equipped it with an Infrared Thermographic Camera that creates heat maps and is the only existing technology in the world with which the examination can be performed without touching the breast.

And with the help of original software, which interacts with patients through voice, we get them to carry out the check-up themselves in the least invasive way that exists until now, without anyone touching or looking at them.

At the end of a 10-minute examination, a specialized doctor from Eva Clinic provides specific indications for each particular case.

Describe the expectations / outcome

Today the booth is officially approved by the FDA in the United States, we have carried out more than 20,000 tests throughout the country and we have detected in time, more than 1,500 cases in remote communities.

We are currently looking for public and private support so that, in the near future, we could have many more cabins and be able to reach absolutely every corner of the country.

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