Client: For a Peru Without Cancer
The “Adopt a Breast” campaign deserves the award for its extraordinary impact and creativity in addressing the critical situation of breast cancer in Peru. Despite operating without a budget, the initiative achieved massive visibility by strategically leveraging the country's most influential public figure, Magdiel Ugaz, through an ingenious campaign of intrigue and revelation. Not only did this generate more than $3 million in earned media and millions of digital interactions, but, most crucially, it got more than 5,000 women to schedule appointments for screenings in just seven days and, in solidarity, allowed 5,000 low-income women to access free preventive checkups. By turning prevention into a crusade of solidarity and empowering the population to save lives, this campaign has demonstrated unprecedented effectiveness and a profound social commitment.
