Situation: Breast cancer is the most frequent among the 11 types of cancer prioritized in the health system. As of August 31, 2023, 107,181 cases were reported in Colombia. This type of cancer is curable if detected and treated early, and the best way to do so is through breast self-examination.

Brief: Can we make Toyota relevant on World Breast Cancer Day?

Objectives:

Raise awareness about the importance of self-examination.

Make Toyota relevant in a conversation of life care through self-care.

We start by watching a driver getting ready to get into a Toyota Yaris. The driver is wearing all of the safety gear and is about to perform maneuvers in front of the steering wheel. Once inside the car, the rhythm of the video changes and our driver begins to drift the vehicle and push it to the limit. We see the hands to the left, to the right, until at one point, the car makes a final skid and comes to a complete stop. At this moment the driver descends and when they take off their helmet, we discover that it is a breast cancer survivor woman, who explains that what we have just seen is not a performance test but the steps to perform a breast self-examination, inviting Colombians to not do these maneuvers at home, but instead, the movements to perform the movements to perform the self-examination.

Impact: 40,000 views on the Instagram post organically in 2 days.

Reach: A reach of 27,886

Engagement: ER of 4.3%.

Achievement against objectives: More than 75% of the people reached with the film were not followers of the brand's networks, indicating that this content impacted new audiences and it was all organic.