Brief: currently we are not conscious about the economic value of suffering cancer. For this reason Santander created an insurance service to avoid women cancer through differents coverages.
Idea: the Instagram of Santander Spain posted segmented ads with the visual designs, being these the prelude of the rest the campaign in this social media app.
The purpose was encourage users to post photos in their instagram stories with a parallel message and style beginning a protest movement: CANCER SUPPOSE AN IMPORTANT ECONOMIC COST.
Users could upload their photos to their profiles to join in to the “saca pecho” movement (encouragement movement).
The main goal was to get a great visibility in Instagram and convert the hashtag #sacapecho in a trend.