Doña María, the leading sugar brand in Costa Rica, was concerned about the increase of breast cancer in the country, and thus sought to find the best way to support FUNDESO (National Foundation for Solidarity Against Breast Cancer). Not only by donating a percentage of its sales, but also by delivering a strong message to its consumers, which reminds them of the importance of self-examination, as the best prevention tool against cancer.
We used our most massive media available: our package. Over 3 million packs of Doña María delivered a prevention message across Costa Rica, in which we invited our consumers to self- examine their breasts.
We caught their eye by doing something both unusual and shocking, that had never been done by any costa rican brand before: we stripped away half of the pack´s image and logo, in solidarity with every woman out there who´s lost a breast due to the disease.