LALCEC & Unidos por el Cáncer - "The Postponed Day"

Grey Group Argentina

Grey Group Argentina Buenos Aires, Argentinien

Awards

4242

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: LALCEC & Unidos por el Cáncer
Länder: Argentinien

Werbende: LALCEC

Titel	The Postponed Day
Agentur	Grey Group Argentina
Kampagne	The Postponed Day
Werbende	LALCEC
Marke	LALCEC & Unidos por el Cáncer
Datum der ersten Ausstrahlung/Veröffentlichung	2022 / 10
Geschäftsbereich	Informations-/Hilfevereinigung über der Krankheit
Story	What happens if this Oct 19th when all press rooms in the country call the NGO´s to talk about the International Breast Cancer Day, they all respond: I´m sorry but it´s not today, we have postponed it for tomorrow. That´s exactly what we did. LALCEC invited to convene the main 30 fighting cancer NGOs across Argentina and instead of doing each their usual campaign for the day, they joined forces to postpone the International Breast Cancer Day.
Philosophie	Within the framework of an awareness campaign on the need to stop postponing annual breast exams, more than 30 Argentine NGOs* leaders in cancer awareness, communicated this past Oct 19th the joint decision to postpone World Breast Cancer Day, and then continue to postpone it day after day for two weeks. The action, which generated a strong impact in the media, seeks to raise awareness of the problem that implies that thousands of women postpone their annual breast check ups until they are forgotten, losing the valuable opportunity of early detection and, therefore, decreasing the expectation of overcoming the disease. Under the hashtag #NoTePostergues (#DontPostponeYourself), the campaign created by Grey Argentina historically brought together the joint action of more than 30 civil society organizations (including LALCEC and MACMA) and attempts to exponentially multiply the conversation of what is normally a single day a year of awareness with the addition of an extra day of campaign for each day postponed. In parallel and during each day of postponement, a massive national campaign of free mammograms is carried out so that this year thousands of breast check-ups are finally no longer postponed. To achieve this specific objective, the initiative obtained the support of Adecra+Cedim (the Association of Clinics, Sanatoriums and Private Hospitals of the Argentine Republic and the Chamber of Diagnosis and Outpatient Treatment Entities). Thus, a group of associated health centers from different parts of the country made available hundreds of free screenings and treatments, such as mammograms and radiant therapy, for people who do not have prepaid or social health coverage. The campaign also extends to actions on social networks with influencers and celebrities from different backgrounds sharing experiences and personal reflections on the disease and anchor in first person the imperative message of not postponing annual breast checkups. The message was also supported by the AFA (Argentina Football Association) with all the first division teams holding banners with the campaign's message and hashtag prior to each match on the last defining day of the Argentine Tournament. In the end, World Breast Cancer Day was postponed until November 1st in search of a historic 13-day awareness campaign and a record number of mammograms and breast check-ups that are no longer postponed.
Medientyp	Case Study
Länge	76 seconds
Approval Client	Martín Fleming
Approval Client	Bruno Nascimbene
Approval Client	María Alejandra Iglesias
Global Chief Creative Officer	Javier Campopiano
Regional Chief Creative Officer / President	Diego Medvedocky
Chief Executive Officer (CEO)	Denise Orman
Chief Creative Officer	Hernan Kritzer
Chief Creative Officer	Alejandro Devoto
Executive Creative Director	Juan Ure
Executive Creative Director	Gonzalo Montaña Fernandez
Creative Director	Ezequiel Irureta
Creative Director	Sergio Rio Leon
Creative Teammitglied	Juan Manuel Carnelos
Creative Teammitglied	Leandro Mingrone
PR Director	Florencia Kessler
Business VP & Chief Growth Officer	Agustin Castellaños
Projektmanager	Ivana Benozzi
Head of Craft	Diego Urbano
Design Lead	Trinidad Colombo
Head of Strategy	Romina Perrone
Head of Strategy	Ana Etcheto
Brand Strategist	Clara Noussan
Social Media Lead	Mar Canosa
Produktionsleitung	Pablo Molina
Camera and Edition	Sebastián Garri
Cutter	Diego Faur
Motion Graphics Artist	Ezequiel Ferraro
Produktionsassistant	Wanda Davenport