Since May 2013 there is a law in Brazil that obliges the government to provide cancer treatment to patients within 60 days of the diagnosis.

However the law is unknown to the population. Therefore, the government doesn’t feel compelled to execute the law.

Our strategy was to create such a social pressure that the government couldn't help but provide the treatment according the law.

We created a campaign that was actually an interference on a football match broadcast live, causing disruption and buzz through the internet. On this match, the chronometer ran backwards from 45 minutes to 0, according to the name of our campaign #oTempoCorreContra (TIME RUNS OUT).

The announcer of the match explained the action during the half time, elucidating that while a cancer patient doesn’t get a proper treatment TIME RUNS OUT.

During the CHILE versus SCOTLAND match for the international women's football tournament, the chronometer ran backwards from 45 minutes to 0, according to the name of our campaign #oTempoCorreContra (TIME RUNS OUT).

Then, during half time, the announcer explained the action elucidating that while a cancer patient doesn’t get a proper treatment TIME RUNS OUT. So the law must be respected.

During the broadcast of the match, many people questioned on Twitter why the chronometer of the match was running backwards. When the announcer of the match explained the reason why and presented the promo hashtag, #timerunsout became one of Brazil’s Trend Topics. The number of Femama followers on Twitter grew 40% and almost 30,000 people visited the Femama’s website during the game. With the increased number of people aware of their rights, the government felt the pressure and the number of complaints for not having the treatment reduced 37%.