We reinvented the wheel! Initially, the Avon Institute thought of a race to give visibility to the cause, a format already well-established in other countries. However, we deconstructed the briefing using the following rationale: breast cancer represents a difficult path, with ups and downs. In this fight against the disease, women need to feel supported. The Ferris wheel made this reasoning tangible, impacting a large number of people in a different way, thus enhancing the engagement. Beyond the immediate association with ups and downs, it allows for shared rides (each carriage holds 4 people), a strong analogy for support for women. It also causes a big visual impact that draws attention to the movement. Finally, this brand experience reach all audiences, like the disease. So for four years, Ride for Life has continued its tireless journey of support for women's health.

The last edition of Ride for Life took place October 7-12 of 2016, from 10am to 21pm. It was opened with a press conference that had artists, Avon's ambassador, Luiza Brunet, and opinion leaders. The brand experience was hosted at Ibirapuera Park, in São Paulo. The implementation took 3 months. In addition to the pink Ferris wheel, the environment had an entrance portico, a lounge with poufs for resting and an official backdrop for photos. A stage was developed for stretching and Zumba classes. A cart adapted with the Ride for Life key visual performed the mammograms. In another installation, the public shared their stories of overcoming in a big digital book prop. In the Understanding Space, people watched two awareness-raising videos. And an open-air movie theater with capacity for 300 people and three daily sessions was the big new addition.

This platform's results have been growing exponentially year after year. In 2016, in just six days of event, a record crowd of almost 100,000 people attended the space, 50% more than the previous year. The 460 mammograms performed also represent a proportional growth of 28.5% compared with the 2015 edition. 4779 people watched the film sessions (three sessions a day, with special children's programming for October 12, Children's Day). 20,384 people watched the informational videos in the Understanding Space, so we were able to expand the awareness of the population in relation to breast cancer. The platform reached 2.3 million people on the social networks, 8 million in ad value, and there were more than 10 million printed media circulation and 200 million online views. 1100 radio stations, in 910 cities, broadcast the cause.