Macma: Manboobs4boobs

This case study shows how the Movimiento Ayuda Cancer de Mama (MACMA), an NGO for the prevention of breast cancer, successfully engaged Argentinian women with breast self-examination by borrowing men's boobs in order to circumvent social media's tight restrictions of women's breasts depictions.

Advertiser: MacmaAgency: DAVID Buenos AiresCountry: Argentina

Objectives

To raise awareness with younger women on the benefits of doing regular breast self-examinations. MACMA - Movimiento Ayuda Cancer de Mama (literally, Movement for Breast Cancer Help) is a non-profit organization founded by women who have suffered breast cancer. Their goal is to help more and more women fight this disease by promoting early diagnosis in order to increase their chances of having a second chance at life. MACMA’s most important asset is the certainty that early cancer detection and appropriate treatment save lives.

Breast cancer...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands