The strategy was to "catch of guard" the target to make a very real case.

The stories of hundreds of breast cancer survivors were recorded, and 3 women were chosen to be "the faces" of the campaign.These three women where individually invited to movie screenings, where unbeknownst to them, the film they were about to see was a short movie recounting their own survival stories. Hidden cameras captured their reactions once they realised that they were witnessing the story of their personal experience with breast cancer.We started this action in cinemas, then we created a web spot to be made viral through the brand Youtube channel, we created a digital QR CodeT-shirt, we did radio and TV capsules, Facebook, Twitter and with PR we even broke a Guinness record to raise awareness on the matter of Breast Cancer.

More than 200,000 people watched the video on Youtube. 3,596,325 Facebook impressions in just 2 months. The fan base on Facebook doubled its size, more than 50,000,000 impressions of #entusmanos on Twitter, more than 200,000 women in 2 months did the breast self-exam. And we broke the Guinness Record of the biggest human ribbon in the world.Special visibility of the product in all point of sale with special pink executions.