Let's Change the Story
Award: Wood Pencil
Wood Pencil / Experiential / Use of Talent & Influencers / 2024
Award: Wood Pencil
Wood Pencil / Entertainment / Experiential
Award: Shortlist
Shortlist / Entertainment / Use of Talent & Influencers
1 in 8 Argentinean women will suffer from breast cancer during their lifetime, meaning that breast cancer can virtually enter any story and the annual mammogram is the best way to detect it on time and save lives.
During Breast Cancer Awareness month, LALCEC intervened the scripts of all major theatrical plays on stage in “Argentine Broadway” to infiltrate breast cancer references and literally change their stories. Also, intervened play tickets turned into free mammograms, so women were given the chance to change their own stories too.
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