PERU. Lima Airport Partners (LAP) supported Breast Cancer Awareness Month with a striking and timely ‘El Otro Check-In’ campaign at Jorge Chávez International Airport.
El Otro, meaning ‘the other’ in English, centred on a pink-coloured Terminal 1 check-in counter, where staff offered ‘mas importante’ (very important) information concerning cancer, and particularly breast cancer. Passengers were encouraged to learn more about the importance of regular check-ups and breast self-examination.
The initiative included the launch of the www.elotrocheckin.com website, which features a video (shown below) on breast self-examination that highlights the importance of prevention.
Lima Airport Partners Head of Image and Communications Rocío Espinoza said: “Every day the airport welcomes about 50,000 passengers and users so we considered it a great opportunity to raise awareness of people facing this type of disease.”
Avianca, Peruvian Airlines and Viva Air supported the campaign by distributing informative flyers on their counters. Volunteers from the Peruvian League Against Cancer encouraged passengers to make donations to support the campaign.
LAP noted that statistics from the World Health Organization indicated that approximately 40,000 Peruvians have died because of cancer, with breast cancer the prevalent type for women. The League Against Cancer estimates that 7,000 new cases will be registered by the end of the year.
