Procter & Gamble $($P&G$)$ decided to address the fact that Hispanic women are more likely to die from breast cancer because they're reluctant to get mammograms or discuss screening. So $P$&$G$ brought screening to the supermarket, parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x$-$rays. Tie$-$ins with local hospitals assured that women with suspicious films got follow$-$up care. P&G adopted a $q,$ orientation to achieve this goal.