The campaign, created by WMcCann, aims to raise awareness and strengthen the culture of self-examination
SBT, through the SBT do Bem platform, presented its campaign aimed at Pink October entitled “Um Toque de Sade”.
The piece, created by WMcCann, aims to raise awareness and strengthen the culture of self-examination among the Brazilian population and has as its motto the phrase “examining what you consume is just as important as examining your own health”.
The main idea of the communication is to take advantage of the habit rooted in Brazilian culture that involves manually examining fruits to determine quality before purchase, as a way of alerting people to the importance of carrying out self-examination and detecting possible signs of breast cancer. .
To this end, the classic “Hidden Camera” was produced by the Silvio Santos Program, which aired last Sunday. During the scenes, an actress in a market guides women to apply the principles of self-examination to evaluate the quality of fruits and at the end, on stage, Patricia Abravanel presented a message emphasizing the importance of self-examination for early diagnosis, sharing crucial data about breast cancer
The campaign will run until October 31st and the promotion will be spread organically and nationally across all of the broadcaster’s media outlets, including TV, digital channels and actions with employees.
