Make sure | MarkeTHINK zone

Detect on time

When talking about social campaigns of Supermarkets, the first associations are social campaigns related with gathering money for concrete individual case of a person, needing a help.

The communication campaign today is even bigger than this, as it is related with a big social problem, for which the campaign is raising awareness.

This is a social campaign developed by Ketal Supermarket in Bolivia for raising awareness about the prevention of breast cancer.

The key visuals use as a metaphor for breast cancer symptoms the fruit textures of the different fruits, sold in the Supermarkets:

The visual with avocado texture is describing the symptom “little bumps” with its key message “These little bumps are okay on avocados. Not on your breasts.”
The visual with the papaya is describing the symptom “spots” with its key message “These spots are okay on papayas. Not on your breasts.”
The visual with the orange is describing the symptom “different texture” with its key message “This texture is okay on oranges. Not on your breasts.”
The visual with the mango is describing the symptom “spots” as well with its key message “These spots are okay on mangoes. Not on your breasts.”

The campaign has two main goals:

first – to raise awareness about the importance of the prevention regarding breast cancer;

second – to educate about the symptoms, so that to be easy to recognize them and help detect breast cancer on time.

And next to the QR code of the campaign is written the call-to-action message: “#TouchYourBreasts as much as fruits to make sure they are okay.”

And here are the key visuals!