OnlyFive

Breast cancer is a disease that keeps adding names to its list for years now and brands have made great communicational efforts to spread awareness with little success.

These campaigns and communication efforts are so similar from one to another, women see it as part of the landscape every October.

How could Farmacia Carol break through this barrier and get the information back to the audience?

Insight:
The more unexpected and spicy a piece of gossip is, the more and faster it spreads.

Idea:
We decided that, instead of talking to women, we would talk to the only people who love breasts more than babies: men.

We took advantage of the “I knew it first” behavior on social networks to draw attention to the importance of self-examination against breast cancer and invite men to perform the five steps to their partners.

We created a strategy based on a media scandal where one of the country's most prestigious communicators said she would create an OnlyFans profile, causing an immediate stir. After days of news, comments and teasers, she shares the link on her Instagram account and thousands of users tap it.

The OnlyFans profile had only one post: a step by step breast self-examination tutorial.

In the end we hacked a platform where people go to see boobs, to teach everyone how to save them.