Buenos Aires Theater Productions Altered their Stories in a Joint Action with LALCEC and Grey Argentina

Nov. 28, 2023

During Breast Cancer Awareness Month, the theater circuit in Buenos Aires joined an unprecedented action alongside the Argentine League Against Cancer (LALCEC) and Grey Argentina. More than 30 shows on stage modified their scripts, altering the storylines to demonstrate that, while this disease can be a part of any story, timely check-ups can help change it, At the end of the campaign, the powerful messaged reached more that 100000 spectators. 

According to LALCEC, 1 in 8 Argentine women will be diagnosed with breast cancer at some point in their lives, and it is proven that an annual mammography is the most effective method for early detection and changing the course of the story. However, for various reasons, these check-ups are often postponed indefinitely. That's why, between mid-October and November, with the support of producers, directors, writers, artists, and actors from the Argentine theater, LALCEC and Grey are immersing themselves in the very narratives of these productions to spread a powerful messageto audiences and,atthe same time, encourage many more women to stop postponing their mammograms. 

Graciana Maro, General Manager of the Argentine Association of Theater and Musical Entrepreneurs (AADET) commented:

"It's the first time that the casts of the most prominent shows in Buenos Aires are joining this campaign, transforming the stories of the plays and urging our audiencesto become aware of the importance of breast cancer prevention."

 

Celebrities like Facundo Arana, Betiana Blum, Dalia Gutman, Nicolas Vazquez, Julieta Nair Calvo, Veronica Llinas, Dan Breitman, Esteban Lamothe, Leonor Benedetto, Ana Maria Picchio, Iliana Calabro, Emilia Mazer, Mirta Wons, Soledad Villamil, and Laura Novoa are among those committed to this cause. Additionally, the Teatro Colon, the renowned opera house of Buenos Aires, joined with a special performance on October 19th, World Breast Cancer Awareness Day. 

Hernan Kritzer, Chief Creative Officer of Grey Argentina commented:

"In terms of objectives, this campaign can be understood as a continuation of last year multi-awarded campaign ´The Postponed Day´, with the focus once again on the importance of mammography when detecting breast cancer in time. But this year we decided to focus on the stories that this disease impacts. Today statistics show us that, from one moment to the next, breast cancer can become part of any family, any couple, any group of friends, basically any story. Together with LALCEC we believed that it was important to make this visible in a forcefulway, and by modifying the scripts of dozens of plays,to demonstrate that there is no story that is exempt. Of course, all this accompanied by a strong mammography campaign with free access."

 

To turn awareness into real impact, the campaign had the support of Adecra + Cedim (theAssociation of Clinics, PrivateHospitals and Sanatoriums in Argentina and the Chamber of Ambulatory Diagnosisand Treatment Entities), along with a group of associated private healthcare institutions that providedbreast ultrasounds and mammograms to individuals without medical coverage for breast cancer diagnosis nationwide. With every ticket to the participating plays, the audience receive brochure to access the offered tests from both participating private healthcare institutions and LALCEC centers throughout the country for women without health insurance coverage. At the end of the campaign, more than 60.000 brochures with free mammograms were handed.

María Cristina Espil, President of LALCEC emphasized:

"In this breastcancer awareness month,it is crucial to amplifythe voice of prevention. We deeply appreciate all the theater productions that have joined this cause, demonstrating that theater is a powerful means to raise awareness about the importance of early detection. Each timely mammogram can change the story of many women, and this collaboration is a significant step in that direction. Together, we can change stories and continue working toward prevention,"