Brief: currently we are not conscious about the economic value of suffering cancer. For this reason Santander created an insurance service to avoid women cancer through differents coverages.
Idea: it created different masterpieces which showed cancers and its economic value. It selected different tumors extracted to surviving patient and it took pictures of them from an artistic point of view.
How did we demostrate it?: each masterpiece which represented the cancer of a patient it looked hidden like an artistic photography sold at a price which it costed to this patient to overcome cancer (diet, surgeries, psychologists).
The money raised was donated in favor of the research.