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Always - Intimate Words

Always - Intimate Words

The “Intimate Words” campaign sought to empower indigenous women outside of Oaxaca, Mexico by finding a way to educate them on cervical cancer, which is currently the leading cause of death in their community. The problem? There are no words for the female reproductive system in the women’s indigenous language due to cultural taboo, leaving women unable to explain their symptoms and prohibiting them from receiving the treatment they need. (http://www.leoburnett.com)

 
 
 
Tags: Industry: Healthcare
Company: Procter Gamble Co.
Agency: Leo Burnett
Country: Mexico
Prize: Cannes Lion Prize
Year: 2015
Language: English,Spanish
Topics: Social Marketing