Nothing exemplifies the power of a good movie like its ability to makes us cry. So we decided to show just how powerful the effect of a good movie could be. We had Rialto partner with researchers and The Breast Cancer Foundation to create ‘The Breast Cancer Screenings’. A research event, in a cinema, playing Rialto films designed to make women cry, with researchers on hand to collect their tears. Tears, which since helped the researchers apply for FDA approval. Winner at Cannes Lions, AWARD Pencils, Adstars, Spikes, Axis and BestAds.