7 thousand cases of breast cancer are registered every year in Peru, according to the Global Cancer Observatory for Peru and more than 80% of the Peruvian population does not have private health insurance. This dire coincidence of circumstances is replicated across Latin America, according to the World Health Organisation. Breast cancer is the second cause of death for women in the region and 70% of women with breast cancer arrive late to diagnosis, mainly because they do not attend a periodic evaluation or do not have access to health services.
This Breast Cancer Awareness Month (October), McCann Lima and Tottus supermarkets have joined forces with the International Clinic, to make sure that mammograms are affordable for all Peruvians. Tottus supermarkets are selling them.
Tottus and McCann Lima have launched A lifesaving bargain.Tottus customers can purchase a mammography package in supermarkets for a cost that is below the average value of a mammogram and inside the envelope they will find a unique code that will allow them to schedule an appointment quickly and efficiently at the International Clinic.
Through the campaign, Tottus shares the premise that the best gift is to take care of each other and invites the audience to take action against breast cancer, one of the main causes of death of women in the world. This initiative facilitates annual testing and access to top-level medical examinations, for early detection of the disease to save lives, since 90% of cases detected in time are recoverable.
Christian Caldwell, chief creative officer, McCann Lima, stated, “This helps the brand to play a meaningful role in something so crucial as health, since from now on the test will be available to people in the large store network of Tottus, thus fulfilling the commitment focused on the brand’s values: the well-being of its customers.”
Alexandra Bottger, corporate marketing manager at Tottus, added, “With this initiative we want to address the problem suffered by thousands of women in Peru, who for various reasons cannot access this crucial medical examination in a quick and efficient manner. Now, Peruvian women will be able to find it in such an ordinary and everyday place as the supermarket.”
Cecilios Castro, doctor of the International Clinic, commented, “The fact that a mammogram can be purchased in a supermarket marks a before and after in health in our country. Today, thousands of women can find a product in the personal care aisle that could save their lives.”
The campaign is being amplified in OOH, digital networks and platforms, radio and TV, and also with experts, celebrities and influencers who have experienced this disease and who will reinforce the value of prevention. In addition, editors, directors and journalists from mass media will receive special preventive packaging to undergo this test and will share their experience of the process.
