- Situation:

In Brazil, Breast Cancer is wrongly known as a disease that affects only women over 40 years. This false perception of immunity has generated a worrying increase of diagnostics in women under 35.

- Brief:

With a new group being impacted by the disease, the Laço Rosa Foundation, a traditional brazilian NGO in the fight against Breast Cancer, needed to alert young women about the benefits of self care, showing them that with an early diagnosis, chances of cure reach 95%.

- Objectives:

An online activation, with 0 cost, that informs a new generation of women about self care and promotes the Laço Rosa Foundation social networks.

- Data:

Researches of the Brazilian Society of Mastology show that women under 35 today represent 5% of the cases. Historically, this group represented only 2%.

Source: https://www.sbmastologia.com.br/noticias/incidencia-de-mulheres-com-cancer-de-mama-com-menos-de-35-anos-esta-entre-4-e-5-dos-casos/

- Public:

Women between 18 and 35 years.

- Relevance:

To inform them about importance of self examing their breasts at least once a month, we selected the place where their attention and touch are: Instagram. The We Are Social + Hootsuite 2020 report points out that 59.2% of the platform's audience is female.

Source: https://datareportal.com/reports/digital-2020-brazil

- Approach:

Many campaigns of breast cancer awareness have a serious and tense tone that generates disinterest in young audiences.

With tools that are part of the daily lives of young people on Instagram, we created an interactive format to talk about self-care in a simple way that makes sense to them.

- Implementation:

We summoned a group of micro influencers to share Instagram stories with a hidden lump, represented by the profile @um_nodulo (@a_lump, in english).After a few hours, the influencers revealed the secret to their audience. The fans didn’t even notice the presence of the lump in the stories. When clicking on the heart, the followers were directed to the @um_nodulo profile, full of interactive posts about self care. In 24 hours, a movement that started small, reached big Brazilian influencers and generated unbelievable results for the NGO.

- Timeline:

August 28, 2020: We sent an invite to micro influencers

September 3, 2020: They shared instagram stories with the hidden lump and, hours later, revealed the secret.

- Placement:

Instagram, more than 250 women profiles.

- Scale:

In addition to the 250 influencers who started the movement, many women spontaneously shared their photos tagging @um_nodulo covered with the heart emoji.

In just 24 hours: 1.3 million impressions; 683 stories on the subject; 200% increase in followers on the NGO social networks; USD $ 109k earned content.