Title	THE SELF-EXAM MANNEQUIN
Brand	TIETÊ PLAZA SHOPPING
Product/Service	TIETÊ PLAZA SHOPPING
Category	G06. Breakthrough on a Budget
Entrant	WHITE RABBIT Budapest, HUNGARY
Idea Creation	WHITE RABBIT Budapest, HUNGARY
Media Placement	WHITE RABBIT Budapest, HUNGARY
Production	PURUSHA FILMES Sao Paulo, BRAZIL

Name	Company	Position
Istvan Bracsok	White Rabbit Budapest	Chief Creative Officer
Levente Kovacs	White Rabbit Budapest	Chief Creative Officer
Luis Paulo Gatti	freelancer	Creative Director
Jim Seath	White Rabbit Budapest	Creative Director
Andre Nunes Bueno	White Rabbit Budapest	Associate Creative Director
Deco Artilheiro	freelancer	Copywriter
Adam Lenart	White Rabbit Budapest	Copywriter
Roger Possatto	freelancer	Art Director
Luis Paulo Gatti	freelancer	Art Director
Zsofia Fribek	White Rabbit Budapest	Art Director
Marcos Mendes Tanaka	White Rabbit Budapest	Art Director
Levente Balint	White Rabbit Budapest	Client Service Director
Leandro Carvalho	Purusha Filmes	Director
Ana Paula Cacciari	Tietê Plaza Shopping	Marketing Manager

Why is this work relevant for Media?

We created and displayed a completely new media channel to raise awareness of the importance of breast self-examining: we placed unique mannequins in dozens of different stores during Pink October – the breast cancer awareness month.

Background

Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.

Describe the creative idea / insights (30% of vote)

When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations.

Describe the execution (20% of vote)

We displayed these mannequins in dozens of different stores during Pink October – the breast cancer awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.

List the results (30% of vote)

During the Pink October these mannequins were exposed to more than 700 000 people in the shopping mall, and caught the attention of traditional media channels. It resulted 1,2 M USD in earned media, and 55% increase in followers and 3,7 M social media impressions. This special activation helped women to realize the importance of doing breast self-examination, even during the hard and stressful times of the pandemic.