The brief for this campaign was to present a project for Brother Madrid at Universidad Complutense, aiming to raise awareness about breast cancer.
We created "Partido de Protección de Pechos" (PPP), a fictional political party designed to turn that contradiction into engagement. The idea was to recruit "members" who openly acknowledged the importance of protecting a key part of our social, cultural, and evolutionary identity.
Affiliates received merch and clear instructions on how to perform breast self-examinations, making prevention feel more accessible and normalized. We also distributed mock electoral booths across Madrid, where people could privately "vote for boobs", meaning they could either learn how to do a self-check through an educational video or, if they didn't have breasts, leave their details to receive further information on how to support and raise awareness about breast cancer prevention.
Our insight was clear everyone claims to "like boobs", they are culturally and socially celebrated everywhere — yet when it comes to prevention and care, responsibility is usually placed only on those who have them. We felt this shouldn't be treated as a "some people's issue", but rather something shared by everyone who either has breasts, cares about people who do, or simply recognizes their cultural and human significance.