In a groundbreaking move aimed at tackling breast cancer, Tottus has become the pioneer in offering mammography packages to Peruvian women, making early detection both affordable and accessible. This story unfolds at the intersection of healthcare and convenience, right in the heart of your local supermarket.
The Breast Cancer Challenge in Latin America
Alarming statistics from the Global Cancer Observatory reveal that Peru witnesses approximately 7,000 new cases of breast cancer every year. What’s even more concerning is that a staggering 80% of the Peruvian population lacks private health insurance. This situation mirrors the broader picture across Latin America, where breast cancer, according to the World Health Organization, stands as the second leading cause of death among women. Shockingly, 70% of these women are diagnosed at a late stage, either because they neglect periodic checks or because healthcare services are out of reach.
As we enter October, Breast Cancer Awareness Month, numerous campaigns have sprung up, emphasizing the importance of regular health screenings. However, raising awareness alone isn’t enough. Recognizing this crucial need, Tottus has joined forces with the International Clinic. Their shared vision is simple yet powerful: make mammograms accessible and affordable for all, and where better than your local supermarket?
In bringing this visionary campaign to life, McCann Lima, a renowned agency known for its expertise in conceptualization and promotion, played a pivotal role. Aptly named “A Lifesaving Bargain,” this initiative underlines the essence of compassion and encourages individuals to proactively combat breast cancer.
Making Yearly Testing Easy
Through this initiative, tattoos not only simplify the mammography process but also make it cost-effective. Customers can now purchase mammography packages from Tottus at a price lower than the average mammogram cost. Each package comes with a unique code, enabling the buyer to schedule an appointment with the International Clinic swiftly.
Christian Caldwell, CCO of the creative agency, emphasizes the significance of this campaign, noting, “This empowers the brand to make a meaningful impact in the vital domain of health. With tests now accessible across Tottus’ extensive store network, the brand reaffirms its commitment to its customers’ well-being.“
Alexandra Bottger, Corporate Marketing Manager at Tottus, shares the vision behind the initiative. She emphasizes that this project aims to address the health challenges thousands of Peruvian women face, providing them with an efficient way to access vital medical checks at everyday places like the supermarket.
A Transformative Impact
Dr. Cecilios Castro of the International Clinic highlights the campaign’s transformative impact, stating, “The availability of a mammogram at a supermarket is a landmark event for our country’s healthcare. Today, numerous women can discover a potentially life-saving product in the personal care aisle.“
This trailblazing campaign is set to gain momentum across various platforms, including outdoor mediums, digital networks, radio, TV, and endorsements from experts, celebrities, and influencers who have battled breast cancer. Furthermore, media personalities will receive special preventive packages, encouraging them to undergo the test and share their experiences.
