The Neymar Jr. Institute and Above Launch a Breast Cancer Prevention Campaign
The Neymar Jr. Institute and the Above antiperspirant brand launched a national campaign on Friday (the 15th) to prevent and combat breast cancer. #AmorAoPeito will bring together celebrities, including soccer player Neymar Jr. himself and actress Ana Furtado, influencers, and even the Christ the Redeemer statue, which will be illuminated with the campaign’s symbol on the nights of the 18th, 19th, and 20th, in celebration of the monument’s 90th anniversary and Pink October.
The campaign aims to promote self-care and prevention. For this reason, the campaign symbol depicts a breast self-exam. The index and middle fingers, used in the physical exam, form the shape of the letter A, associated with the message of alertness, awareness, self-examination, and love. A circle with a prominent central dot represents the breast. “This symbol represents a gesture of love—Love for the Breast. But it doesn’t just represent self-examination; it also speaks to the love we feel for all women who have suffered and continue to suffer from this disease,” explains Gustavo Malucelli Bacila, CEO of Baston Aerossóis, the manufacturer of Above.
According to the International Agency for Research on Cancer, one in four women worldwide has breast cancer. In Brazil, 29% of newly diagnosed cancer cases in women are breast cancer. That is why Above has partnered with the Neymar Jr. Institute to promote this movement of care, compassion, and protection.
In addition to Neymar Jr. and Ana Furtado, the campaign will also feature actresses Vera Fischer, Cléo Pires, and Sheron Menezzes; former “Big Brother Brazil” contestant Camilla de Lucas; and singers Luisa Sonza, Naiara Azevedo, Joelma, Ludmila, Lore Improta, Pocah, and Solange Almeida. The campaign will also be supported by 30 micro-influencers across Brazil and 500 insiders from Curitiba, Porto Alegre, São Paulo, Rio de Janeiro, and Belo Horizonte.
Christ the Redeemer, which is celebrating its 90th anniversary this month, will join the movement starting on the evening of the 18th, when it will be illuminated in pink—the campaign’s symbol—as part of a light-mapping projection that will display messages of care, prevention, faith, and self-examination. The word “Above” will appear as an acrostic formed from the words Love, Kindness, Prayer, Life, and Screening.
“We are a personal care brand. Our commitment is to promote people’s well-being by making high-quality products accessible to everyone at affordable prices. This campaign conveys these brand values, encouraging women to prioritize self-care, empowerment, and caring for those they love most,” says Baston’s CEO.
The lighting of Christ the Redeemer, Brazil’s main tourist attraction, will be unveiled at a ceremony for invited guests featuring actress and TV host Ana Furtado, the event’s patron, who donated her appearance fees to two organizations specializing in care for cancer patients: Hospital do Amor (Barretos Cancer Hospital) and the Protea Institute. In return, Above will donate R$100,000 worth of products to the two organizations.
On the 18th, the Christ statue will be illuminated from 9:00 p.m. to 10:00 p.m. On the 19th and 20th, the projection will take place from 7:30 p.m. to 10:00 p.m. Ana Furtado will also star in the film that the #AmorAoPeito movement is airing nationwide during the commercial break of TV Globo’s Jornal Nacional on the evening of October 20. The #AmorAoPeito campaign will continue through the end of the month on the social media channels of Above and the Neymar Jr. Institute, featuring informative content about Pink October, breast self-exams, and feel-free (aluminum-free) antiperspirants.
