Cervical cancer kills 7 Peruvian women every single day even though over 90% of early detected cases can be cured. This happens because of several ideological and social barriers that stand between them and an optimal medical treatment. People on rural communities are even more vulnerable to this dire situation.
To generate awareness and assess these problems, we used an ancestral iconic piece of clothing worn by Peruvian women: The Pollera. A Multilayered skirt that is usually embroidered with floral patterns. Creating images inspired by Peruvian craftsmen, we turned these skirts into canvases to depict the many layers that prevent women to get proper medical care. Lack of knowledge, distance, sexism and shame where portraited on different sheets of these skirts. We used these skirts to illustrate a powerful spot that shows how these layers should be raised so women can finally defeat this illness. We aired the spot on 8M, the empowering message was soon adopted among feminist groups and shared several times on social media, even by opinion leaders and celebrities. Then the skirts started touring open radio and tv shows and were also worn and presented on public folk music performances, increasing its reach significantly.