By diving into everything that involves breast cancer, we noticed that the images from the diagnosis of the disease were visually attractive. And our creative team saw some art there. A beautiful and abstract art, but sad at the same time. It was something interesting to see but, actually was something no one wanted to see. This insight gave us the idea to create THE EXHIBITION NO ONE WANTED TO SEE. We turned the diagnosis images into art pieces and put together an itinerant exhibition, that could bring a new look on this disease to the people who attended the show. Along with each picture we put the story of women who had been diagnosed with breast cancer and overcame the disease. We found in this format a different way of bringing prevention, encouragement and awareness to society in relation to breast cancer.

We didn’t have a client sponsoring the idea, only our will of making some difference on this theme. But, to finance the execution we first created a crowdfunding project. We believed that the idea didn’t belong to one person, but to a lot of people. Later, we commercialized some sponsorship levels, when we got the support of some significant local brands.

With a minimum necessary budget, we gathered a team with five women to bring the idea to life. An advertiser, a businesswoman, a patient with breast cancer, a mastologist and an architect.

All set, we managed to launch the_exhibition in the largest museum in Latin_America, Oscar_Niemeyer, in Curitiba(PR). Next, the show followed a schedule that included shopping malls, clinics and big companies.

Currently, it is about to gain the world, and can be exported from Brazil to anywhere in the globe, with stories and diagnosis images of local women.

Our goal of impacting and bringing awareness to society on breast cancer is being reached. Adding the visitors from Oscar Niemeyer museum and the visitor flow on shopping malls and companies where the exhibited was set up, more than 500 thousand people were impacted in person. But is very important to highlight the amount of spontaneous media generated by the show. We made the news in every communication vehicle, got interviewed in radio stations, TV shows and were the subject of several journalistic pieces on TV and internet. We even made the list of most creative things in the world, according to the Brazilian portal Catraca Livre. To get an idea, each R$ 1 (Brazilian currency) invested in the exhibition yielded another R$ 100 in spontaneous media, totaling R$ 3.5 million, that is, about US$ 1 million.