Our third initiative will focus on partnering with the community, especially its leaders, in Brasilia, the capital city of Brazil. By building relationships with the community, we can create shared value as we help educate the population about the disease while marketing our product implicitly. Now, I am going to talk about why we chose Brasilia as our location and how we will carry this plan out.
First of all, we decided to carry out this project in Brasilia because prostate cancer is the most common cancer for men in Brazil. But, the more important reason for selecting this location lies in that there are Brazilian leaders, who have had cancer, living in the region. To soften the market for our bigger expansion into South America in the future, it is important to respond to the culture there and interact with the community. When we attempt to enter the market in Brasilia, people can be on alert and oppose us since we are a foreign pharmaceutical company. In response, becoming friendly with the Brazilian leaders with some kind of connection to cancer will help the population accept our company better.
In Brazil, the current president and ex-president have both suffered and recovered from cancer. So, we believe that these important figures obviously know the importance of treatments and of awareness of such diseases. And since they are major influencers that the citizens listen to, it would be easier to enter the market in Brasilia if we could get them in on our project. If we can convince them to show support for our company and drug, and publicize it with a ceremony, people that were skeptical at first may start to accept our drug.
As these influencers help familiarize our company and product in Brasilia, we can further raise awareness of the disease and our product locally by holding meetings with not only the leaders, but also groups of men in their 40s and