Ketal Hipermercados Encourages You to Touch Your Breasts as Much as Fruits

Only 1 out of 4 women know how to perform a self-exam and recognise the symptoms of the disease. This is serious.

That’s why, alongside Ketal Hipermercados, Ogilvy launched #TouchYourBreasts.

The team at Ogilvy realised that the main symptoms of breast cancer also appeared on the skin of fruits, so they combined that data with a cultural insight that is as common as universal: when we go to the supermarket, we’ve all checked the fruits to see if they’re good by touching them.

A similar action to what we should do with our breasts to identify lumps like those in avocados, changes in skin texture similar to the skin of oranges, and spots like those on papayas or mangoes.

At Ogilvy, the team have already received their first recognition because they managed to get Ketal to turn #TouchYourBreasts into a perennial campaign in the supermarket to raise awareness and perform breast cancer screening for future Bolivian generations.

#TOUCHYOURBREASTS When a cultural insight can save lives.