#ChichisPaLaBanda is a Twitter initiative created by the mexican musical band @MolotovBanda, in which every Friday, hundreds of women publish photos of their breasts to compete for the highest number of favorites and retweets. There is no greater glory than to have a photo retweeted by the band itself, reaching their 1.08 million followers. We wanted to take advantage of this conversation happening in social media, to infiltrate our messages in favor of self examination to prevent breast cancer. Accordingly, we took our own photographs using non professional models with texts on their skin that supported our cause.

Since the initiative’s main objective was awareness, it was vital that our message had a wide exposure, which was more than fulfilled. Because of Molotov’s retweets, our photographs reached more than 1.06 million followers and were seen more than 2.5 million times.

Other organizations against cancer joined the movement with their retweets, as well as other women who published their own photographs with messages allusive to the fight against breast cancer.