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MACMA / Donde Quiero Estar / Directorio Legistativo: A Day To Be Aware
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Created by Hermana and produced by Poster for MACMA, Donde Quiero Estar and Directorio Legistativo, this piece shows the whole picture of gender inequalities involved in breast cancer detection and treatments. Marking the occasion of the International Breast Cancer Awareness Day, Hermana, the first Argentine agency created from a gender perspective, developed the new campaign for MACMA, Donde Quiero Estar and Directorio Legislativo. The goal was to change the point of view: what if in addition to telling women to have check-ups and treatments, we ask ourselves what are the barriers they have to face? #ADayToBeAware (#DetectemosLoDemás in the original Spanish version) is a mobilizing video co-created with breast cancer patients and former patients who shared their real stories. The process also had a special focus on incorporating female creatives and director. It was directed by Dana Campanello (Poster), with a diverse casting that included the participation of feminist activists like the plus size model Brenda Mato and actress Dolores Fonzi.
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