BREAST

TitleBREAST
BrandLAÇO FOUNDATION
Category B02. Non-profit / Foundation-led Education & Awareness
Product/ServiceLAÇO FOUNDATION
Entrant FCB LISBON, PORTUGAL
Idea Creation FCB LISBON, PORTUGAL
Credits
Name Company Position
Edson Athayde FCB Lisbon Creative Director
Edson Athayde FCB Lisbon Creative Director
Eduardo Vinicius Tavares FCB Lisbon Creative Director
Marco Melgrati Marco Melgrati Illustrator
Luis Silva Dias FCB Lisboa Creative Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

No regulations.

Describe the target audience and why your work is relevant to them. Pharma audience types:

1 in 9 women will have breast cancer. 1/3 will eventually die from it. That is why detecting it as early as possible is so important.

Cultural/Context information for the jury

Portugal has one of the lowest death rates related to breast cancer. This is great news. Except it can lead women to forget about the issue and neglect the self-exam. However, self-examination is key in breast cancer screening. That is why Laço, one of Portugal’s leading voices on breast cancer, wanted to tell women that they need to look carefully at their own breasts.