The Challenge

Roche wanted to replicate in Costa Rica the success achieved through the European Campaign Breast Friends, with the purpose of increasing knowledge about breast cancer and  encourage women to do the self examination.


The Solution

Besides replicating the actions of the original campaign such as using personal stories and famous people, the campaign was taken to places where we could interact even more with our target public: parks and shopping malls.

Kiosks and temporal medical offices were installed for women to get information and free diagnosis; and also in case they required to be referred to a state medical facility.


The Results

Approximately 5000 people were directly in touch with the campaign

Relationships with several organizations such as Fundación Esperanza and Fundación Dra. Ana Gabriela Ross were strengthen

Alliances were created between the company and various public figures

In two weeks Roche received a return of investment for USD $67.274 as a result of the efforts with the press.