By changing the place where people had to sign - from excel sheets to irresistible boobies - we turned boobs into a personalized media itself.

Macma´s models made a weekend tour and stopped at spots which were crowded with men: a football stadium, pool taverns, the Lollapalooza Rock Festival, taxi ranks, fishermen´s spots at the riverside, skate parks, public football fields and gyms.

Then, the campaign went on line with the activation´s webfilm and a Boob Signing digital platform where people could share on Facebook their signed boobs. In this way we turned signed boobs on Facebook feeds into a cancer-fighting icon.

In 1 week:

- We gathered more than 2 million signatures supporting the Declaratory; mainly from Latin America and Spain.

- Masculine support to the breast cancer cause increased from 1 to 53.4%.

- 2.8 million website visits all around the world.

- Facebook fans increased 3,571%

- Twitter followers increased 1,125%

- New patients, oncologists, psychologists, volunteers, benefactors and brands joined the NGO.

- MACMA is creating a national breast cancer help network.

- MACMA was invited to congresses and media all over Latin America to keep spreading the word regarding cancer fight and prevention.