For the first time in history, a Peruvian museum allowed visitors to touch its most emblematic pieces, with more than 1500 years of antiquity: ancient ceramics in the shape of male genitalia. The never-before-seen action seeks to grab the attention of all media, but above all to save lives.

Larco Museum (Lima-Peru), one of the top museums in the world according to Trip Advisor, preserves the most important collection of erotic ‘Huacos’ in the country—sculpted even before the Incas—and just like any museum in the world: forbidden to touch.

On the other hand, in Peru, more than 10 thousand cases of prostate, testicular and penile cancer were detected in the last year; a historic record that unfortunately hadn’t been a topic of conversation on social networks or mass media, and that could decrease in the coming years just by educating the population on self-examinations and having regular check-ups.

Due to this alarming figure, Larco Museum joins in alliance with Liga Contra el Cáncer and Fahrenheit DDB Perú to take art to second base: the fight against cancer.