Peruvian Adopt A Breast Campaign Wins Best In Show At Latin American Sabres

(MENAFN- PRovoke) SAO PAULO-"Adopt A Breast,” a campaign conduced by non-profit For A Peru Without Cancer by Orange Latam, was presented with the Platinum SABRE Award for the best public relations campaign conducted in Latin America at last night's SABRE Awards dinner in Sao Paulo.

Despite operating without a budget, the initiative achieved massive visibility by leveraging the country's most influential public figure, actress and TV host Magdiel Ugaz, persuading more than 5,000 women to schedule appointments for screenings in just seven days and, allowing 5,000 low-income women to access free preventive checkups.

“Even among the strongest batch of Best in Show finalists we have ever seen, the 'Afopt a Breast' campaign stood out, combining an important social purpose with an understanding of the local culture,” said Paul Holmes, who served on the SABRE jury.“The campaign delivered real behavioral impact, helping thousands of Peruvian women with a critical health issue.”

The“Adopt a Breast” campaign beat out four other finalists for Best in Show. They were:
2. Justice By Her Type - Grupo de Familias Sobreviviendo a Feminicidio with Shift Porter Novelli / Garnier
3. A Decision That Saves Lives - INDECO by Nexans with Burson Peru (with Havas)
4. El 7 Mújeres - MSD with Weber Shandwick Colombia / McCANN Worldgroup Colombia
5. No Women, No Car - Nissan with Edelman

Several major agencies received multiple awards on the night, led by Weber Shandwick (including its Extend Weber Shandwick and Brazilian Cappuccino creative subsidiaries) with six trophies and Burson (including The Jeffrey Group and Axicom Ideal) with five winners.

Others with multiple winners included Porter Novelli and Sherlock Communications (four winners each), and Edelman (three).

A complete list of the night's winners can be found here .

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