ARS Humano, the leading health insurance company in the Dominican Republic, wanted to motivate women to perform self-exams to early detect symptoms of breast cancer.

We were challenged to make this happen without a budget so we came up with an idea that didn't need one.  We focused our strategy on creating a viral chain that gave a new purpose to an old, forgotten feature: the poke button on Facebook.

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After sending a series of videos directly to our most engaged users, they became our micro-influencers and ignited a movement that inspired women to poke each other on Facebook as a reminder to touch themselves and save lives.