Busiest Women
Susan G. Komen Puerto Rico
Issue 44 | September 2017
Agency
J. Walter Thompson Puerto Rico
Creative Team
VP Chief Creative Director: Jaime Rosado Creative Director: Johanna Santiago Senior Art Director: Karla Bonilla Ordóñez Senior Copywriter: Saraí Meléndez Rodríguez Agency Producer: Noro Sebastián Sound Engineer: Carlos Dávila Editor: Mizael Morales Account Executive: Nicole Vidal Print Production Director: Maleny Rosario Print Production Coordinator: Arelis Cortés
Other Credits
Susan G. Komen Puerto Rico: Amarilis Reyes Susan G. Komen Puerto Rico: Edaliz Ferrer Susan G. Komen Puerto Rico: Maribel Villegas Museo de Arte de Puerto Rico: Yetzenia Álvarez Museo de Arte de Puerto Rico: Odalis Gómez
Date
April 2017
Background
Stage 1 to stage 2 breast cancer has a 99% of survival rate. But women are so busy with their family and careers that they keep postponing their annual mammograms. Their kids, homes, and professional projects are always their priority. She comes last when it comes to taking care of their health. The aim was to convince Puerto Rican women that even with their busy schedules, they needed to make time to get their annual mammogram.
Idea
Susan G. Komen Foundation created a movement to let women know they can never be too busy to the point they neglect their health. To do so, Puerto Rico's busiest women were contacted. The campaign began at Puerto Rico's most renowned museum, where the idea was to look for those women who have been busy non-stop for over a century: The women on paintings dating back to 1887 and so forth. Original paintings were replaced by new versions in which the ladies were absent. They took the day off to get a mammogram. One of Puerto Rico's most prestigious magazines was published without the model on the cover because the day of the shooting she was getting her mammogram. The Island's most famous astrologist didn't publish her daily horoscope for one day. Also, influencers on social media, journalists, and TV presenters took time off. Even the busiest women have time for a mammogram!
Results
The campaign wanted to show women that even the busiest women in Puerto Rico can make time to get a mammogram. Since the idea was to show a wide variety of busy women, the public needed to have contact with them on several media. The idea was to start in Puerto Rico's most prestigious museum by substituting famous paintings for versions in which the women were absent. A magazine was published without the model on the cover because she was getting her mammogram. Puerto Rico's most famous astrologist didn't publish her daily horoscope for one day. Social media influencers, journalists, TV presenters, and bloggers also took time off. The campaign ran from March through April, but the impact has been so big that even today more famous people are joining in. The scale of the campaign has been tremendous since it ran on Puerto Rico's most important media, with a healthy frequency. The website MujerSacaTiempo.com, created for the campaign received over 200,000 visits on an Island of 3.6 million habitants, which is outstanding. Through the page, women could schedule their mammograms. They even signed-in to get a reminder each year to be responsible. Over 5,000 women created the reminder.