Let's Change the Story

Medal Won

• 🥈 SILVER – Not for Profit

Campaign Overview

Breast cancer impacts 1 in 8 Argentine women in their lifetime, yet many fail to prioritize annual mammograms. To spread awareness during Breast Cancer Awareness Month, LALCEC tapped into Argentina’s rich theater culture, leveraging Calle Corrientes, Latin America’s largest urban theater circuit, which draws 2.8 million spectators annually.

The campaign infiltrated scripts of 32 major Buenos Aires plays to integrate breast cancer-related themes, showing how the disease can disrupt any story. This innovative intervention brought a vital health message to life, transforming theater experiences into a platform for awareness and action.

Creative Concept

The campaign centered on rewriting stories:

• Script Interventions: Collaborated with playwrights and producers to embed references to breast cancer into play scripts. These ranged from anecdotes about mammograms to moving memories of patients, customized for each audience.
• Tickets for Action: Play tickets were turned into free mammogram vouchers, giving women a tangible opportunity to change their own stories.
• Emotional Resonance: The intimacy of live theater created a powerful space for self-reflection, encouraging women to prioritize their health.

Execution Strategy

1. Cultural Integration: Collaborated with 32 major plays across Buenos Aires to embed breast cancer references seamlessly into their narratives.
2. Massive Outreach: Leveraged the reach of 212 cast members to amplify the message across social media.
3. Behavioral Impact: Encouraged theatergoers to redeem their tickets for free mammograms, fostering actionable outcomes.

Impact and Results

The campaign achieved remarkable results:

• 115,000 live theater audience members directly engaged with the message.
• 43.6 million PR impressions, generating significant media attention.
• 20.1 million social media contacts through cast and influencer amplification.
• 59,000 free mammograms distributed, representing a 37% increase in appointments compared to the previous year’s campaign.
• Estimated $2.2M USD in saved celebrity fees, thanks to organic influencer participation.

Why It Worked

By embedding breast cancer awareness into beloved cultural experiences, Let’s Change the Story delivered a highly emotional and actionable message. Its innovative approach bridged the gap between awareness and action, empowering women to take control of their health while transforming Argentina’s theater circuit into a platform for change.