Tottus, a Peruvian supermarket chain, is offering mammograms at a significantly lower price than private clinics during breast cancer awareness month. The process is simple, with customers purchasing a card at the supermarket and scheduling an appointment with Clínica Internacional. The concept was developed by McCann Lima. In contrast, a survey revealed that many businesses use breast cancer awareness as a marketing opportunity without making real changes. Tottus is providing a concrete benefit by selling mammogram vouchers as part of its social impact program. This highlights the importance of brands genuinely adding value and making a difference for the causes they support.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Peruvian supermarket chain Tottus sells affordable mammograms | Democratization of healthcare access | More affordable and accessible mammograms | Increasing awareness and support for breast cancer screening |
| Brands face scrutiny for using breast cancer awareness month for sales | Focus on genuine social impact | Brands align with genuine causes and provide concrete benefits | Consumer demand for authenticity and accountability |