Government of Chile

A campaign developed in Chile by SERNAM to raise awareness about breast cancer, featuring portraits of women, including public figures, shaved as a symbolic act of empathy and visibility.

Art direction follows a clean and emotional approach: soft pink backgrounds, tight framing, and diffused lighting that enhances skin and expression. The absence of distractions focuses attention entirely on the face, emphasizing vulnerability, strength, and humanity.

In post-production, the work is subtle and refined, focused on natural skin retouching, color balance, and tone consistency, avoiding over-processing to preserve authenticity. The result is a powerful and honest visual where impact comes from emotion rather than visual effects.

The campaign is reinforced with the message: “Get your mammogram now. It can happen to all of us,” turning a simple visual gesture into a direct call to action.

Region: Chile
Campaign: SERNAM
Year: 2012