Create a low-budget, high-impact campaign that highlights the importance of mammographies for detecting breast cancer early and increasing the chances of cure.

People still cannot distinguish which images are generated by AI and which are not. Taking advantage of this, at MACMA, we decided to create a spot where we show several real homemade footage images provided by women who survived breast cancer, but we gave them a little twist to make an impact. They are presented as images generated by the machine, but that machine that made them possible is the mammogram machine.

MACMA has a historical tradition of being part of current global and local conversations to communicate its messages. This helps make the messages more relevant to audiences, leading to organic sharing of content. This time, the strategy was to fully engage in the most important conversation of recent times both in Argentina and around the world: advances in AI. The strategy of focusing on topics of interest to audiences helps us maximize the reach of low-budget productions and zero investment in media. This same strategy has already proven to yield results in the past, with successful cases such as MANBOOBS and THE ART OF SELF-EXAMINATION.

Most breast cancer awareness campaigns are conducted during October, the month dedicated to raising awareness about the disease. Given the concerning context of public health, MACMA has decided to launch a campaign off-season, taking advantage of World Health Day (April 9th). By avoiding seasonality and addressing a current conversation such as the advancement of artificial intelligence, we aim to deliver a high-impact message with a very low budget, highlighting the importance of early detection. This approach allows us to gain valuable time to prioritize a conversation of vital importance for Argentine women.

The campaign was launched in the framework of International Health Day (April 9, 2024). At the time of its submission, studies are being conducted to determine the impact of the campaign.