Breast Cancer is a serious problem in the Dominican Republic. This is why La Sirena, one of the biggest department stores in the country, wanted to motivate women to perform a breast self-exam. Early detection is a big step in winning the fight against this disease.
La Sirena decided to initiate a unique collaboration with leading TV programs and their most influential people, to perform a simple live action. A live action that would give women all over the country the time they said they didn’t have.
The department store convinced the TV shows to end their program a few minutes earlier and stay live on-air, to give women the time to do a self-exam.
The hosts of the program would exit, leaving an empty set with no content to show. An overlay redirected them to the La Sirena Facebook account, where they could find a step-by-step video on how to do it correctly. The video also invited them to La Sirena stores, where trained physicians would perform mammograms for free.