SITUATION: Finesse and the Colombian League Against Cancer have carried out actions for 3 years in a row in favor of women's physical care, to prevent and bring awareness messages about breast cancer.

BRIEF: This year the request was to continue our tradition, create a campaign for October 19, the international day against breast cancer.

OBJECTIVES: Strengthen our affinity with women and the general public on this date, through an idea that would communicate the objective of the two brands (physical care for women), thus boosting the emotional connection throughout the execution of the idea.

We realized that when talking about breast cancer, brands message have always focus on prevention, forgetting an important stage: RECOVERY.

The thing is that after undergoing breast removal surgery, women lose strength and mobility in their upper body and by not starting early recovery therapy, this area of the body begins to accumulate lymph that can eventually generate lymphedema that totally limits their mobility of the arm and the affected area.

That is why we turned the scarf, a symbol of breast cancer, into a symbol of recovery that accompanies women until the end of their fight. Created with an elastic material so that in addition to protecting their heads they can also do the strengthening therapy anywhere.

In this campaign we decided to reduce our target audience so that we could give a strong message and an even stronger solution, focusing on a group of people who are not generally spoken to on this date: women who suffered from breast cancer and are now in the recovery stage.

To launch the idea, we created a 1-minute video that told the story of women who are in the recovery stage, then we held an event together with the Colombian League Against Cancer, where we delivered the first print run of the scarves in company of an oncologist and a physiotherapist who explained the importance of this therapy. Days later, we held various physiotherapy sessions at the League headquarters (Bogotá) to accompany them and their families one by one. These where also held virtually with the ones who live in other regions of Colombia. Right now we are a process to create an alliance with the largest textile brand in Colombia to make more scarves and reach many more women around Colombia.

We have delivered more than 2.000 scarves in the last year and we continue to reach every woman in the beginning of her recovery stage.