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Boobs With A Purpose

Several years back Peruvian advertising used to be sexists, just to sell, to sell anything. Fortunately things have changed. But now, for the World Day of Breast Cancer Prevention on 19th October, boobs are back to advertising, but now as “Boobs With A Purpose”, to raise awareness amongst the population and remind them of the importance of prevention of this disease by having a check up on time. MullenLowe 511 Peru, presents “Boobs With A Purpose” (“Tetas con Propósito), for the Liga Contra el Cáncer (The League Against Cancer of Peru). Several public figures take part in the ad, like Leslie Stewart, Fernanda Kanno, Ebelin Ortiz, Georgette Cárdenas, Gachi Rivero, Cecilia Bracamente, Silvia Bardales, Denis Fajardo, Yordana Lopez, Jaime Mandros, Junior Silva, among others, who help recount the current issues surrounding breast cancer in Peru, but the video is different in the sense that if doesn’t show their faces, but only their chests, so call out for the audience’s attention and generate awareness on the importance of preventing breast cancer. The campaign invites Peruvians to post in their social networks a photo of their breasts, using the hashtag #TETASCONPROPOSITO (#BoobsWithPurpose). We expect that with this initiative more people will become aware of the importance of prevention.

Client

Advertiser: Liga contra el Cáncer

Creative Agency

Creative Agency: MullenLowe 511

Copywriter: Antonio Ballester, Lea Raggio

Art Director: Gustavo Zamora

Producer: Hervye Vivas

Executive Creative Director: Lea Raggio

Digital Director: Hermes Palacio

Design: Javier Martínez, Miguel Villanueva

Account Team Supervisor: Roxana Cano

Chief Executive Officer: César Benavides

Production Director: Ana Torres

Account Director: Carolina Salazar

Managing Director: Paco Torrico

Production Company

Production Company: Cisco Films

Executive Producer: Andrea Beunza

Director: Cristóbal Pallete

DOP: Rafael Vizarreta El Diablo

Producer: Liliana Ladrón de Guevara

Offline

Edit Company: Animal FX

Editor: Julio Cuya

Post Production: Mario Tamashiro

Online Editor: Jimmy Iman

Sound

Sound Company: Tres Imanes

Other

Director: Gianina Orellana

PR Agency: Orange 360

Account Team: Nathalie Montenegro, Liseth Pérez

Account Executive: Ana Macharé

Category: Corporate and social, Health

Genre: Digital, PR, People