A worrying effect of this pandemic is the delay in exams for diagnosis of breast cancer:?6 out of 10 women cancelled their doctor's appointments.

It is expected a 30% increase in breast cancer cases over the next decade.

And more than 60k new cases this year.

The self-exam does not replace a medical assessment and exams like the mammogram. But represents a relevant step for early diagnosis. The sooner it is discovered and treated, the chances of cure are 95%. 

JnJ had to be modern and popular, so it was decided to use one tool that is always on women's hands: filters.

But unlike the other filters, the Self-exam Filter is an Instagram filter that teaches women how to do a breast self-exam by learning the step-by-step on their own body. That is, a filter not to be posted, but do be used for women's self care.

With this technology, the mobile display becomes a mirror where a projected animation guides the right movements on the right spots of the breast.

Women are addicted to Instagram beauty filters, that's a fact. But what if instead of being used to distort the notion of beauty, filters could be used for something more important: women's health? (Even more, so, this pandemic year).

To contribute to the journey of prevention, J&J with it's with The Self-Exam Filter went in the opposite direction of Instagram's platform providing an important service to all women.

The Self-Exam Filter is an initiative that reinforces actions for Pink October, a month of awareness about the world’s most common type of cancer in women, and is available at the profile @jnjbrasil, to anyone who gets into the profile.

The animations and information that lead step-by-step have as technical reference the Medical Devices division of Johnson & Johnson – which has a wide range of products and services targeted at surgical procedures.

The whole experience happens during the filter preview, the moment before posting.

And as it was not to post, Instagram's algorithm that blocks nudity can not ban the filter.

The technology ensures data security. Since the environment does not register the images and does not store any data. If the user tries to record it, an automatic message that it is not possible to make videos is displayed. Women can simply use and, at the end, share the filter with her contacts in this social network.

More than to generate brand awareness, The Self-Exam Filter was created to actually help women. Although all the results are very positive: 4,5 millions of users were reached with earned media. The filter was 40% more accessed than other filters. On the first week, 136k women tried the filter, meaning that 136k women took care of themselves and others.