This Peruvian Supermarket Launches Mammogram Kit Initiative

According to figures from the Global Cancer Observatory for Peru, seven thousand cases of breast cancer are registered every year and more than 80% of the Peruvian population does not have private health insurance.

In Latin America the situation is similar, since in accordance with the World Health Organization, 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.

In October, Breast Cancer Awareness Month, multiple initiatives emerge that seek to encourage the prevention of this disease through regular check-ups. However, information alone is sometimes not enough. Taking this into account and with the aim of bridging the gap for access, acquisition, and performance of mammograms efficiently and quickly for Peruvian women, Tottus, the leading supermarket chain in Peru, joined forces with the International Clinic, ensuring that mammograms are affordable to everyone in an everyday place.

In an exceptional collaboration with McCann Lima, agency that has played a key role in providing its expertise in the creation, conceptualisation, and promotion of this revolutionary initiative, Tottus launches its campaign 'A lifesaving bargain'. Under this 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 innovative initiative facilitates annual testing and access to top-level medical examinations, with the aim of contributing to the early detection of this disease and saving lives, since 90% of cases detected in time are recoverable.

The process is simple: 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.

For Christian Caldwell, CCO of the creative agency, “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 states “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, comments “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.”

This campaign will be amplified outdoors, 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.