The Gift Card
Of Life.
AGENCY: McCANN Lima
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PROMO-
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PROMO-
PRODUCT DESIGN-
October 01 2023
Although early detection offers a 93% survival rate, breast cancer remains the second leading cause of death among Peruvian women. This tragedy is driven by a collapsed public healthcare system where mammogram wait times average a year and a half, combined with prohibitively expensive private healthcare that leaves thousands of women unable to access timely, life-saving screenings.
In response to this crisis, Tottus, a leading low-cost supermarket chain, partnered with the prestigious Clínica Internacional to launch "The Gift Card of Life," the world's first mammogram gift card. By subsidizing the cost to offer a massive 80% discount, Tottus used its retail expertise to make high-quality preventive care as accessible and easy to purchase as everyday staples like milk, rice, or sugar across all its nationwide stores.
Available permanently at checkouts, the cards featured special seasonal designs for holidays like Mother’s Day, Valentine’s Day, and Christmas, offering a life-saving alternative to traditional gifts like chocolates or flowers. Each card features a unique code that allows women to instantly schedule an immediate screening with a smartphone, completely bypassing traditional public waitlists and providing many Peruvian women with a preventive checkup for the first time in their lives.
+ Study Case
+ The gift-card design
+ In the Supermarket
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