#TouchYourBreasts: Ketal turned fruit checks into a breast-health reminder

Ketal Hipermercados used a familiar supermarket habit to encourage women to pay greater attention to their breast health.

Created with Ogilvy Bolivia, the 2024 campaign was called “#TouchYourBreasts.” It compared the way shoppers carefully inspect fruit with the importance of regularly checking their breasts for unusual changes.

The campaign appeared inside Ketal supermarkets in Bolivia, placing breast-health messages close to the fruit and vegetable displays where the relevant behaviour was already happening.

Shoppers were already checking for irregularities

People frequently touch and inspect fruit before buying it. They look for unusual spots, bumps, changes in texture and other imperfections that could indicate its condition.

Ketal used this ordinary shopping behaviour as the starting point for the campaign. Its posters showed close-up images of produce with different textures and irregularities.

The message explained that while some marks, bumps and differences might be acceptable on fruit, similar unexpected changes should not be ignored when found on a breast.

By placing the communication in the produce section, the campaign reached shoppers at the exact moment they were performing the action it wanted them to remember.

The fruit created a simple visual comparison

The execution did not rely on complicated medical language. Instead, it connected breast self-awareness with a physical habit that many shoppers already understood.

Fruit offered a familiar range of surfaces, shapes and textures. Each visual helped people think about the importance of noticing changes in their own bodies.

The comparison also gave the supermarket a credible role in the conversation. Ketal was not adding an unrelated health message to its stores. It used its products, shelves and customer behaviour to create the reminder.

This made the campaign feel naturally connected to the shopping environment.

A temporary message became a permanent reminder

Ketal developed “#TouchYourBreasts” as an ongoing initiative inside its supermarkets rather than limiting the idea to a short awareness period.

That decision allowed the message to reach women during their regular shopping routines. Repetition could help turn a moment beside the fruit display into a reminder that continued after leaving the store.

The campaign also encouraged breast cancer screenings alongside greater awareness of unusual bodily changes. It brought an important health subject into an everyday setting where people could encounter it without actively seeking information.

Its strength came from the closeness between the action and the message. Shoppers were already examining fruit with their hands and eyes. Ketal simply asked them to apply similar attention to their own health.

With a few produce images and carefully placed copy, “#TouchYourBreasts” transformed the supermarket aisle into a space for breast cancer awareness.

Credits

Ketal Hipermercados was the client, and the “#TouchYourBreasts” campaign was created by Ogilvy Bolivia for the Bolivian market in 2024.