In October, Lifetime Latin America hired communication and design company Totuma to create an empowering short film for this year’s Breast Cancer Awareness Day. Totuma’s response manages to be both kind of playful and very effective.
For the first half of the spot, we see a variety of matched round objects – fruit, light bulbs, candles. Then a subtle shift begins. One of each pair of objects is altered. A filled balloon is paired with a partially-deflated balloon, one of two opened umbrellas closes, one light bulb shatters. And finally, at the end, we see in rapid succession the bodies of three women holding out fruit to obscure their breasts, then one piece of fruit is lowered to show a mastectomy scar.
“We hope our campaign contributes somehow to educate and create awareness on the overwhelming statistics: 1 in 8 women will be diagnosed with Breast Cancer over their lifetime.
“Please take care of yourself, make monthly breast self-exams to help you be familiar with how your breast look and feel, so you can alert your healthcare professional if there are any changes. Early detection is key.” -Totuma Communications & Design
The message at the end of the video is painful and wonderful and exactly right. I’ll let you discover it on your own. It was just the right note on which to end. I hope we see more from Totuma.