Argentine television has sign language for the deaf-mute. During many passages of a show there's no talking, so the interpreters stand still without moving their hands. At that time, our interpreters did a self-examination to encourage TV viewers, also showing how simple it is. Billboards with information about breast cancer accompanied the action.

Thanks to a previous agreement with the channel authorities, during live shows, on every silence, our interpreters did a self-examination. Then they moved along with their routine.

Thanks to this action, LALCEC´s website multiplied its visits. We reached a historic record number of visits over the next four weeks. All this repercussion was achieved with a $0 investment in production.

We reached millions using an existing format in an unprecedented way.

We spent $0 in production. The case had great repercussion among media and people, making the message massive. Thanks to actions like these, we drastically keep reducing the death rate due to breast cancer.