We wanted a way of talking about breast cancer that would not be too heavy or too boring. This way, people would not be so eager to avoid it. And, therefore, would be more prompt to take the preventive exam.

We used one of São Paulo’s most prominent traits: graffiti. We scouted the city for graffiti containing female figures and hijacked the drawings by creating paste up posters simulating the effect of a mastectomy on them. This way, the art became media for our message: any woman can be a victim of breast cancer.

The idea reached major media channels in Brazil and publications around the globe. The buzz also reached some of Brazil's biggest graffiti stars who offered to be a part of the project. After that, artists from other countries started to get involved and took the idea to a global level. The feedback was remarkable with millions of comments, posts, shares and interactions.

In the end, we reached +1.8 million people per day on the streets and achieved +5,500,000 online impressions, generating a +45% increase in breast exams on A.C.Camargo Cancer Center, compared to the same period last year.