Buenos Aires Theatres Turn Tickets into Possibilities for Free Mammograms During Awareness Month

During Breast Cancer Awareness Month, the theatre circuit in Buenos Aires joined an unprecedented action alongside the Argentine League Against Cancer (LALCEC) and Grey Argentina. More than 30 shows on stage modified their scripts, altering the storylines to demonstrate that, while this disease can be a part of any story, timely check-ups can help change it, At the end of the campaign, the powerful messaged reached more that 100000 spectators. 

According to LALCEC, one in eight Argentine women will be diagnosed with breast cancer at some point in their lives, and it is proven that an annual mammography is the most effective method for early detection and changing the course of the story. However, for various reasons, these check-ups are often postponed indefinitely. That's why, between mid-October and November, with the support of producers, directors, writers, artists, and actors from the Argentine theatre, LALCEC and Grey are immersing themselves in the very narratives of these productions to spread a powerful message to audiences and, at the same time, encourage many more women to stop postponing their mammograms. 

"It's the first time that the casts of the most prominent shows in Buenos Aires are joining this campaign, transforming the stories of the plays and urging our audiences to become aware of the importance of breast cancer prevention," commented Graciana Maro, general manager of the Argentine Association of Theatre and Musical Entrepreneurs (AADET). Celebrities like Facundo Arana, Betiana Blum, Dalia Gutman, Nicolás Vázquez, Julieta Nair Calvo, Verónica Llinás, Dan Breitman, Esteban Lamothe, Leonor Benedetto, Ana María Picchio, Iliana Calabró, Emilia Mazer, Mirta Wons, Soledad Villamil, and Laura Novoa are among those committed to this cause. Additionally, the Teatro Colón, the renowned opera house of Buenos Aires, joined with a special performance on October 19th, World Breast Cancer Awareness Day. 

“In terms of objectives, this campaign can be understood as a continuation of last year multi-awarded campaign ´The Postponed Day´, with the focus once again on the importance of mammography when detecting breast cancer in time. But this year we decided to focus on the stories that this disease impacts. Today statistics show us that, from one moment to the next, breast cancer can become part of any family, any couple, any group of friends, basically any story. Together with LALCEC we believed that it was important to make this visible in a forceful way, and by modifying the scripts of dozens of plays, to demonstrate that there is no story that is exempt. Of course, all this accompanied by a strong mammography campaign with free access”, commented Hernán Kritzer, chief creative officer of Grey Argentina. 

To turn awareness into real impact, the campaign had the support of Adecra+Cedim (the Association of Clinics, Private Hospitals and Sanatoriums in Argentina and the Chamber of Ambulatory Diagnosis and Treatment Entities), along with a group of associated private healthcare institutions that provided breast ultrasounds and mammograms to individuals without medical coverage for breast cancer diagnosis nationwide. With every ticket to the participating plays, the audience received a brochure to access the offered tests from both participating private healthcare institutions and LALCEC centres throughout the country for women without health insurance coverage. At the end of the campaign, more than 60.000 brochures with free mammograms were handed. 

"In this breast cancer awareness month, it is crucial to amplify the voice of prevention. We deeply appreciate all the theatre productions that have joined this cause, demonstrating that theatre is a powerful means to raise awareness about the importance of early detection. Each timely mammogram can change the story of many women, and this collaboration is a significant step in that direction. Together, we can change stories and continue working toward prevention," emphasised María Cristina Espil, president of LALCEC.