More than 200 restaurants across Puerto Rico—including Burger King, IHOP and Hungry Jack—joined “Pancakes Against Breast Cancer,” the American Cancer Society of Puerto Rico’s latest awareness and fundraising initiative. Inspired by the way women describe a mammogram as “squashing the breast like a pancake,” the campaign used that metaphor to spark open conversations and drive donations.
Local chefs created pancake recipes based on survivor stories, and restaurants hosted “Pancake Talks” where doctors, survivors and culinary experts discussed early detection and shared personal experiences. An interactive website provided educational resources, video tutorials and links to screening services.
By late May, the effort had raised $1,124,994—one of SACCPR’s highest totals ever—and generated a 1,763% increase in earned media. “We turned pancakes into a symbol of life, community and action,” said Facundo Paglia, chief creative officer at the agency Lopito, Ileana & Howie.
The campaign also launched the #MyRecipeMyStory social media challenge, inviting chefs, journalists and survivors to post their own pancake recipes alongside reflections on the importance of mammograms. “By making the screening conversation as familiar as a family breakfast, we encouraged thousands to talk about their health and get checked,” explained Jorge Tous, lead creative at the agency.
Through coordinated advertising, public relations, social media and on-site events, “Pancakes Against Breast Cancer” has not only set new fundraising records but also created a lasting dialogue about women’s health across the island.