It’s very hard to get women to regularly check their breasts to help prevent breast cancer. However, they do check their phones an average of 110 times a day. Therefore, we decided to spread our message in a format that would grant us visibility on these devices using social platforms to achieve it. That’s precisely where we came across a huge barrier: breasts aren’t welcome on social media; Facebook and Instagram censor them. Their nudity policies, in an attempt to promote respectful behaviour among users, have strict rules when it comes to nudity.

Ironically enough, they do seem to have a point on view when it comes to cancer “we (Facebook) always allow photos of women showing breasts with post-mastectomy scarring.” Sadly, too late.

We definitely needed to show some boobs! If it weren’t female, manboobs could do the dirty job.

With a social media investment below USD$1000, the campaign organically became a success reaching 48 million views in the first week.

Mainstream media including BBC and Hunffington Post covered it expanding the tutorials’ reach to a much wider audience, far beyond Argentina, obtaining coverage in every continent with 193 millions media impressions. Media and influencers across Latin America, USA, UK, Italy, France and Australia, among others, covered the news generating earned media worth $ 17 million. MACMA’s fan base grew 20.000 followers only in the launch day. It was shared over 700.000 times, becoming the most shared and viewed breast self examination exam ever.

But it’s more than just numbers: as a result of the campaign, new patients, oncologists, psychologists, volunteers, benefactors, and brands joined MACMA to support their efforts, an NGO’s greatest achievement.

The local government invited MACMA to be part of the national breast cancer help network. Also, last October in the annual congress of ULACCAM (Latin American Union Against Women Cancer), association around the region became interested and recognised the piece as communication/ education material.