As part of Breast Cancer Awareness Month, Lugo created for Issue and Swiss Medical the campaign The cutest t-shirt in order to continue raising awareness about the importance of prevention and early detection of breast cancer.
For this crusade, designer Benito Fernández was summoned to create a limited and disruptive edition of T-shirts with an instructive pattern made in a mirror with the steps to follow on how to perform a breast self-examination during the hair dyeing process at home. With this shirt, they invite all women to take advantage of the waiting time alone in front of the mirror that the tincture requires to do the self-examination at that time, regardless of the necessary control mammogram as recommended by the specialists.
It is the seventh consecutive year that Issue has carried out the campaign We had pink October. But this year, in addition to inviting a lock of pink, as they always do, they wanted to go one step further and join forces.
Carolina Rey Blanco, Godrej’s marketing director, commented: “We understand that, just as some women run to buy tincture when they see gray hair, we want them to also have the same consistency and habit to do self-exams and breast controls. 40% of women do not have annual check-ups and as a brand friend of theirs, we cannot not get involved with an issue as important as the prevention of breast cancer ”.
“For a brand like ours, awareness is vital and together with Issue we find a way to reach thousands of women through a different, creative and clear idea,” continues Ana Solari, corporate image and quality manager at Swiss Medical .
Sebastián Castañeda, founder of the Lugo advertising agency, adds: “What we like about the idea is that it does not remain only in a message, it will live and do its work in the thousands of T-shirts that women are going to use for be dyed at home ”.
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