Pink Ribbon Momentum: A Nationwide Campaign Fights Breast Cancer in Peru
Every day, five women in Peru lose their lives to breast cancer – the most prevalent cancer among Peruvian women. Faced with this sobering reality, Oncosalud, a leading cancer treatment center, launched “We beat breast cancer together,” a campaign that ignited nationwide awareness and inspired early detection during October and November.
The campaign’s success hinges on strategic alliances with 141 brands dedicated to supporting the cause. Their contributions amplified Oncosalud’s messages, providing valuable resources to exponentially increase the campaign’s visibility and reach.
By the campaign’s end, significant milestones were clinched. Thousands of women were equipped with critical information about early detection, and Oncosalud offered mammograms at a 60% discount, making this essential test more accessible while promoting a positive shift in attitudes towards breast cancer prevention. These tangible results underscore the campaign’s impact and Oncosalud’s commitment to the well-being of Peruvian women.
Uniting Forces: A Collective Response to Breast Cancer
Oncosalud extends its sincere gratitude to the 141 brands whose contributions were instrumental in the campaign’s success.
The iconic Magic Water Circuit illuminated its central pool in pink, projecting a powerful message of awareness. Laboratorios Portugal presented a special edition of its body cream, designed with the campaign’s visual identity, while the BCP broadcasted an informative prevention video on screens across Lima and other provinces.
Major shopping centers such as Real Plaza, Mall Aventura, Open Plaza, and Jockey Plaza opened private clinics, offering general consultations on breast cancer. Ripley hosted a special event at its Jockey Plaza store, raffling off mammograms, and DoubleTree El Pardo hosted an influencer brunch to raise awareness. The participation of companies like Electrolight, Marathon, BOOST, Beat Boxing, Rosatel, LimaYoga, Thermos, Everlast, and countless others proved invaluable.
Paving the Way: Public Advertising Amplifies the Message
Beyond traditional methods, the campaign leveraged the power of public advertising. Companies like Alac, Street Media, Visual Capital, Brapex, and Publicom generously donated 63 screens, showcasing the message of breast cancer prevention across Peru. Brands such as New Athletic, Pandora, Diners Club, Gatorade, Oxxo, Entel, Claro, and numerous others collaborated through digital promotion and specific initiatives, reinforcing the campaign’s impact and reach.
Making a Statement: Special Initiatives Drive Awareness
A defining moment was Mercedes-Benz’s partnership in the “El Auto Rosa” project. A pink vehicle toured Lima’s streets, making the fight against breast cancer visibly present.
Simultaneously, the collaboration with Vencedor resulted in the creation of murals in the Municipality of San Borja, featuring inspiring stories of women who have overcome breast cancer. These powerful visuals fostered a powerful connection with the community, offering hope and inspiration.
A Continued Commitment: Empowering Peru through Prevention and Early Detection
Eduardo Quintanilla, Auna Corporate Marketing Manager, highlighted the significance of these collaborations, emphasizing how each action contributed to strengthening the fight against breast cancer.
“Our dedication remains unwavering. We will continue working with the same passion and dedication to strengthen prevention campaigns, improve access to early detection, and enhance the well-being of Peruvian women,” he concluded.
Through innovative partnerships, powerful messaging, and unwavering dedication, Oncosalud’s campaign demonstrated that the fight against breast cancer in Peru is a shared journey, and early detection is crucial in saving lives. By forging unity and raising awareness, Peru moves closer to a future where fewer women are lost to this disease.
Do Breast Cancer Awareness Month campaigns primarily serve as symbolic gestures, or do they have a practical impact on research, treatment, and support for those affected by breast cancer?
Do you think campaigns like this are truly effective in making a tangible difference in the fight against breast cancer, or are they primarily symbolic gestures?
