One of the uses of Vaseline is on tattooed skin, a territory where no other brands play a significant role in Brazil. We sought opportunities to build a campaign that would establish a true connection with Vaseline's healing purpose. In Brazil, more than 57.000 women were diagnosed with breast cancer in 2015 - and half of them were required to have a mastectomy and immediate breast reconstruction. However, in most cases, the surgery offered by the public health system excludes the areolas and nipples. This is devastating for these women. They feel that their femininity and self-esteem are gone. Body art can help to correct the mutilations from cancer. And Vaseline can help them heal.

First, we needed a credible health institution to partner with Vaseline. Santa Paula Institute of Oncology, a well-known hospital in Sao Paulo, came on board to recruit the first 20 breast cancer survivors that would start the program. The project began in September 2015, when all the 20 women had their nipples and areolas tattooed. Their personal stories became the centerpiece for our campaign. A video capturing their life changing experiences was released in October 2015, international breast cancer awareness month. The piece was posted in Vaseline’s social media channels, and largely distributed to the media and digital influencers. In a more personal approach, we presented the program to key opinion leaders such as beauty editors, oncologists and psychologists. The goal was to recruit more women to the program while building brand awareness and engaging a larger number of consumers in a very touching way.

Since its launch,more than a hundred women joined the program:five times the original number.It’s due to a very successful video campaign that,even without media investment,generated 50,000 interactions in social media,an organic engagement four times the average.It was the brand's most outstanding activation on Facebook,with an organic reach of 90.000 impacts.The average percentage of video view was also impressive - 80%.Comments and sharings praised the brand for the initiative, with more than 90% positive comments.Media played an important role,with more than 6 million impressions and 60 articles.A survey conducted with consumers after the campaign showed an increase of 50% in the overall understanding of Vaseline’s positive impact on the skin healing process.Most important of all,we managed to help recover the self-esteem of more than a hundred women,who now feel truly healed and ready to carry on with their lives after overcoming cancer.The goal is to double the procedures in 2016.