Amigas Américas launches campaign Olhar do Bem during October Rosa

With master sponsorship from Vivo and PayPal, the association counts on the support of celebrities to promote awareness and prevention campaign for breast cancer.

São Paulo, October 2015 - With strong action in Pink October since 2012, Americas Amigas launches this year the campaign Olhar do Bem, in favor of reducing mortality rates caused by breast cancer. With the support of celebrities, the initiative aims to spread on social networks the importance of mammography for the early detection of breast cancer and thus increase the chances of curing the disease.

The initiative counts on sponsors such as Vivo and PayPal, besides Iguatemi, Gol and agencies Loducca and Ginga, the last two also responsible for the creation of the campaign "Olhar do Bem", together with Catskillet. With the participation of celebrities such as Ivete Sangalo, Hortência, Daniela Albuquerque, Astrid Fontenelle, Sabrina Sato, Isabella Fiorentino, Arlindo Grund and many others, the campaign, which goes online today, October 1st, is available at www.olhardobem.com.br. There, people can download six models of rose glasses, add the accessory to their photos and, from the site itself, share on social networks with the hashtags #olhardobem #euvivoeuprevino #euamorosa #americasamigas. The pink glasses, a key accessory of the campaign, refer to the importance of seeing breast cancer in the beginning, when the chances of curing the disease are around 95%.

"Mortality rates in Brazil are high because of the late diagnosis of the disease. We need to change this statistic by making the population aware of the importance of the examination, qualifying professionals for accurate diagnosis and making mammography devices available so that all women, especially those from less privileged classes, have easy access to mammography. Donating is an act of love and being aware of the importance of mammography is giving life a chance", declares Francisca de Paula Harley, president of Américas Amigas.

Through the campaign's website, it will also be possible to make donations so that Américas Amigas can continue carrying out the initiatives it develops throughout the year, including the donation of mammography devices, training and qualification of mammography professionals and awareness campaigns. In order to contribute even more to fundraising, in addition to the institutional disclosure, some companies will promote, during the campaign Olhar do Bem, several differentiated actions. At PUKET shops, for example, two models of glasses will be available at the counter so that people can take pictures with them and share their selfies on social networks.

At Cinemark in the Iguatemi SP and Market Place shopping malls, customers who purchase the Cinemark Mania card will win the pink glasses and donate R$ 3.00 to the campaign. In addition, a video explaining the campaign with singer Ivete Sangalo will be shown in 30 cinemas of the chain during the month of October and will be on the Olhar do Bem page and Américas Amigas social networks. Iguatemi São Paulo, JK Iguatemi and Market Place shopping centers will donate the collection of 1 day of parking, through the Estacionou Doou action and PayPal will donate to Américas Amigas the equivalent of the digital payments received via APP in the car parks. In addition, for the first time, Telefônica Vivo will change its visual identity for an awareness campaign. The brand logo has been coloured pink and will be on some communication channels on the Internet: website, Vivo Valoriza and Facebook, signing the videos of the Pega Bem campaign. There will also be an internal campaign with the "Prevenir Pega Bem" slogan, engaging the 35,000 employees of the company to have a good look at the cause.

The Pernambuco Arena has also joined the "Look for the Good" campaign. On the 6th, 24th and 31st of October, there will be video screenings during half-time of the games and the stadium will be illuminated in pink.

At the end of the campaign, the signed photos of Ivete Sangalo, Astrid Fontenelle, and Isabella Fiorentino will be auctioned along with the glasses they wore in the campaign's publicity photos. The auction will be held on E-bay and people interested in participating can obtain information on the site.

Besides Vivo, PayPal, Loducca, Iguatemi, Gol Airlines and Ginga, the campaign has the support of the following companies: RedeTV!, Cinemark, Puket, Riachuelo, Natura, Track&Field, GE Healthcare, Tecnisa, Burson-Masteller, be:brand, Shopping Center Norte, Shopping Lar Center, It Beach, Catskillet, Fundação Laço Rosa and Instituto Center Norte.