Breast cancer is one of the most common causes of death for Mexican women, but the subject of breast self-examination is an uncomfortable one in Mexico, which means many women never find out how to do it. In June, Procter & Gamble’s Olay won a bronze Lion in the media category at the Cannes Lions International Festival of Creativity for an effort that focused on addressing women’s endless worries around breast cancer. The brand gave away T-shirts on the streets that featured a QR code, which launched an augmented reality tutorial on self-exams via a computer’s webcam—women could go through it in private without having to ask anyone for guidance. There was also a site where they could share their thoughts with other women.
According to the Lions entry, in two months more than 200,000 women performed self-exams using the code. The effort helped to position Olay as a brand that cares about the well-being of Mexican women while giving these women a tool to address their feelings of uncertainty about whether they might have breast cancer. The tutorial helps provide a sense of self-control, and the online conversations are a step toward taking the stress and stigma out of an uncomfortable/anxiety-provoking topic.