Breast cancer is the most common among Dominican Women. The lack of understanding of the symptoms that could lead to early detection makes millions of women more vulnerable to the disease.

That's why Tiendas La Sirena, the biggest retailer in the country, joined forces with the insurance company ARS Palic Salud and together installed 25 mobile cabins to provide information and free health checks during the Breast Cancer Awareness Month.

However, we still had the challenge to motivate women to take the time to make their health a priority, even in their most hectic days. Disrupting the daily routine for the sake of wellbeing became the focus of our strategy.

We decided to harness the power that live TV and social media hold together and invited a group of the most influential women in the media to demonstrate with a simple statement, that any moment can be the right moment to take care of themselves.