In a country where 1 in every 8 women will suffer from breast cancer during their lifetime, every October LALCEC faces the challenge to make the best of the attention window that opens during Breast Cancer Day to send the message to thousands of Argentinean women about the need of the annual mammogram and make it easier for them to get an appointment many times postponed.

The objectives for 2023 campaign were:

- Spread the message of the high probability of breast cancer affecting anyone´s life and how easy it is to detect it on time.

- Transform the one-day media attention into a whole month experience that secures attention during all October.

- Infiltrate culture and conversation with an impactful enough message that would move women to get the mammogram done.

This year, LALCEC focused on the stories that breast cancer impacts, using the intimate atmosphere of theatre to make evident that breast cancer can enter any story and working with writers and producers, we intervene 32 scripts of the most popular plays in Buenos Aires circuit introducing lines with references about breast cancer.

It could be about a diagnosis, a joke about a mammogram anecdote, a check-up appointment, or a moving memory about a patient, aligned to the tone and specific intended audience of each one of them, ending up with 32 totally different content pieces for our main message.

This year, LALCEC focused on the stories that breast cancer impacts, using the intimate atmosphere of theatre to talk about the impactful statistics of 1 in every 8 Argentinean women will have breast cancer during their lifetime, we wanted to make evident that this disease can and actually will enter any story.

The 32 theatrical plays intervention was indented to be powerful enough to become news as an unprecedented joint conjunction of the theatre circuit al together but also, each play was popular enough to secure its own PR attention related to the intervention and the famous cast involved, producing multiple opportunities of headlines referring the campaign and, our important message, along the month.

To show that breast cancer can be part of any story, we sat down with the writers of 32 different plays on stage in Buenos Aires during October 2023 from a wide range of genres: from indie drama to popular comedies, high end musicals and even stand-ups to rewrite parts of their original scripts and find the most organic way to include a situation about breast cancer in the stories. It could be a diagnosis, a joke about a mammogram anecdote, check-up appointments or a moving memory about a patient, aligned to the tone and specific intended audience of each one of them, ending up with 32 different content pieces for our main message.

And to secure real change, we transform every ticket of every intervened play into a free mammogram to be claimed in more than 30 medical centres around Argentina donated by Lalcec and other private health institutions.

- During the entire a Breast Cancer Awareness Month, we managed to intervene 32 major theatrical plays impacting 115.000 live spectators with our message with zero money invested. (Source: AADET, Argentinean Association of Theatre Entrepreneurs).

- The unprecedented joint initiative of the entire circuit modifying popular original scripts made it to headlines during all October reaching 43.6 million impressions on PR (Source: Ninch/HypeStat) and the 212 cast members amplifying the story obtained 20.1 million contacts on social media, almost one third of the country population. (Source: Ninch/HypeStat). The influencer organic returned value was estimated in USD 2.200.000 saved in celebrity fees.

- 59.000 free mammograms were handed to live spectators and according to LALCEC stats, the campaign secured a 37% increase of mammograms appointments versus last year campaign “The Postponed Day.”