Breast cancer became the first cause of death for Peruvian women. The Peruvian League Against Cancer had to make women undergo a checkup to prevent the disease. Years before, women had been used as an object of sexist connotation to sell products. In 2018, the institution decided, during World Breast Cancer Month, to use women’s breasts for a social and educational purpose. This is how "BOOBS WITH A PURPOSE" was born, a campaign never before seen in the country that managed to get more than 20,000 women to undergo a preventive breast cancer check-up.

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