案例简介：哥斯达黎加圣何塞 -- 5月24日，2016: 在大多数国家，女性穿着内衣，男性赤裸是电视和网络媒体的常见形象, 但是女性检查自己的乳房以保护自己的健康仍然是地球上几乎每个国家的文化禁忌。 这一现实在哥斯达黎加更为关键，哥斯达黎加是拉丁美洲和加勒比乳腺癌发病率第二高的国家, 据 Instituto Nacional de la Mujer (妇女协会)。 哥斯达黎加最大的零售和家电连锁店 Gollo 拥有 75% 女性的客户群, 决定在去年10月乳腺癌意识月期间采取行动，制作乳腺癌自我检查视频教程。 不出所料，该视频被电视和社交媒体频道拒绝，因为它显示了赤裸的女人, 因此，Gollo 和 McCann San Jose 联手在全国所有 Gollo 的 130 家商店播放了这段视频。 这段未经审查的视频在 10月播出，在一个只有 130万人口的国家，在商店里有 450万观众。这一行动在 2015年10月8日成为全国热门话题，在社交媒体对话中排名高于哥斯达黎加和美国国家队之间的足球比赛。该运动还获得了哥斯达黎加第一夫人梅赛德斯 · 佩尼亚 · 多明戈的公众支持。

案例简介：SAN JOSÉ, COSTA RICA – 24TH MAY, 2016: Women in lingerie and men shirtless are common images in TV and online media in most countries, but women examining their own breasts to protect their health is still a cultural taboo in almost every country on Earth. This reality is more critical in Costa Rica, the country with the second- highest rate of breast cancer cases in the Latin America and Caribbean, according to Instituto Nacional de la Mujer (Woman’s National Institute). With a customer base that is 75 percent women, Gollo, the biggest retail and home appliance chain in Costa Rica, decided to take action last October during Breast Cancer Awareness Month by producing a breast cancer self-exam video tutorial. As expected, the video was rejected by TV and social media channels because it showed shirtless woman, so Gollo and McCann San Jose teamed up to broadcast the video in all of Gollo’s 130 shops across the country. The uncensored video aired during October and reached an audience of 1.3 million in stores -- in a country of just 4.5 million people. The action became a national trending topic on October 8th 2015, ranking higher in social media conversations than the soccer match between Costa Rica and the USA national teams. The campaign also gained the public support of Costa Rica’s First Lady, Mercedes Peñas Domingo.

未经审核的癌症 | Cancer Uncensored

案例简介：哥斯达黎加圣何塞 -- 5月24日，2016: 在大多数国家，女性穿着内衣，男性赤裸是电视和网络媒体的常见形象, 但是女性检查自己的乳房以保护自己的健康仍然是地球上几乎每个国家的文化禁忌。 这一现实在哥斯达黎加更为关键，哥斯达黎加是拉丁美洲和加勒比乳腺癌发病率第二高的国家, 据 Instituto Nacional de la Mujer (妇女协会)。 哥斯达黎加最大的零售和家电连锁店 Gollo 拥有 75% 女性的客户群, 决定在去年10月乳腺癌意识月期间采取行动，制作乳腺癌自我检查视频教程。 不出所料，该视频被电视和社交媒体频道拒绝，因为它显示了赤裸的女人, 因此，Gollo 和 McCann San Jose 联手在全国所有 Gollo 的 130 家商店播放了这段视频。 这段未经审查的视频在 10月播出，在一个只有 130万人口的国家，在商店里有 450万观众。这一行动在 2015年10月8日成为全国热门话题，在社交媒体对话中排名高于哥斯达黎加和美国国家队之间的足球比赛。该运动还获得了哥斯达黎加第一夫人梅赛德斯 · 佩尼亚 · 多明戈的公众支持。

未经审核的癌症 | Cancer Uncensored

案例简介：SAN JOSÉ, COSTA RICA – 24TH MAY, 2016: Women in lingerie and men shirtless are common images in TV and online media in most countries, but women examining their own breasts to protect their health is still a cultural taboo in almost every country on Earth. This reality is more critical in Costa Rica, the country with the second- highest rate of breast cancer cases in the Latin America and Caribbean, according to Instituto Nacional de la Mujer (Woman’s National Institute). With a customer base that is 75 percent women, Gollo, the biggest retail and home appliance chain in Costa Rica, decided to take action last October during Breast Cancer Awareness Month by producing a breast cancer self-exam video tutorial. As expected, the video was rejected by TV and social media channels because it showed shirtless woman, so Gollo and McCann San Jose teamed up to broadcast the video in all of Gollo’s 130 shops across the country. The uncensored video aired during October and reached an audience of 1.3 million in stores -- in a country of just 4.5 million people. The action became a national trending topic on October 8th 2015, ranking higher in social media conversations than the soccer match between Costa Rica and the USA national teams. The campaign also gained the public support of Costa Rica’s First Lady, Mercedes Peñas Domingo.

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未经审核的癌症 | Cancer Uncensored

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