Susan G. Komen, is the largest and best-funded breast cancer organization in the United States, including in Puerto Rico. Part of this organization’s objectives is to educate people about this disease, including its local statistics. Every day, 5 women in Puerto Rico get the news that they have breast cancer. It was critical to Susan G. Komen to communicate this alarming statistic and promote prevention.

Susan G. Komen, in collaboration with Noticentro 4, Puerto Rico’s highest-rated news program, created “BREAKING NEWS”, a special news report that featured breast cancer patients breaking the news of their recent diagnosis. The 30 second segment interrupted the channel’s regular programming 5 times a day giving them a “media” space, so they could have a cathartic discharge, the first step to every patient healing process.

Breaking news comes without further notice. Our strategy then was to interrupt regular programming just like breast cancer interrupts the lives of thousands of women. To achieve this, we partnered with the highest-rated TV news program in Puerto Rico.

In collaboration with Noticentro 4, Puerto Rico’s highest-rated news program, we created special news reports featuring different breast cancer patients breaking the news of their recent diagnosis. This effort had a duration of one month were 30 second segments interrupted both of the media outlets regular programming 5 times each day, using 5 different cancer patients.

At the end, we reached over 1,087,373.8 viewers on TV, and 270,400 listeners on radio. But more importantly, it inspired diagnosed women all over the country to break their own news, the first step of the healing journey.