We baked thousands of free breast-shaped cupcakes and left the most important detail to be shared with our clients. Our pastry chefs approached every table and, piping bags in hand, taught them the three most used patterns for early cancer detection on each cupcake.

During the third week of October (Cancer Awareness Month) the experience was shared in our 26 cafes. The activation was executed by teams of pastry chefs. They approached every table and offered a cupcake and a piping bag to our clients. With it, they could practice each movement pattern, with help from indications printed on place mats. An oncologist was on site, in case harder questions arose. And small boxes were given to anyone who wanted to take their cupcake home.

Over 3.000 people were led to experience the importance of the breast self-exam.