2024 / Cannes Lions / Shortlist / Titanium

Breast cancer, if discovered in time, has a survival rate of 93%.

But in Peru, it continues to be the second most common cause of death among women.

This is because the public health system is very precarious and collapsed. Giving women appointments for mammograms with waiting periods of approximately a year and a half on average.

This makes it almost impossible to discover the disease in time.

This is aggravated because the private insurance system is excessively expensive and for most people it´s impossible to pay. Making private clinics inaccessible for most Peruvian women.

Tottus, one of the leading low-cost supermarket chains in the country, decided to do something to protect its main customers: Peruvian women.

That´s why we created “The Gift Card of Life”, the first mammogram shaped in the form of a gift card that you can buy in a supermarket just as you buy any other product.

This way, instead of giving anything superficial on special dates or just a regular day, anyone could give a preventive checkup to the women they care about as a present.

We took advantage of our extensive knowledge of retail operations, so in every store, the Gift Cards were on display on the supermarket shelves just like any product.

When purchasing the gift card, you only need to follow the instructions printed on the packaging and by simply scanning a code with a smartphone you immediately had access to scheduling your appointment for a mammogram, without any waiting time.

This simple innovation turned a procedure that was inaccessible for most, into an off the shelve product.