Cannes Lions

CANCERTWEETS

LEO BURNETT COLOMBIA, Bogota / LEAGUE AGAINST CANCER / 2014

Awards:

1 Gold Cannes Lions
2 Shortlisted Cannes Lions
Presentation Image
Supporting Images
Case Film
Presentation Image
Supporting Images
Case Film
Supporting Images
Case Film
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Overview

Entries

Credits

Overview

Description

A cancer that follows you virtually.

Cancer is a silent disease, every year millions of people die for ignoring their symptoms. That’s why we created Cancertweets, an act that make people feel what is like to have cancer and how easy is to ignore it. We created 7 Twitter accounts that represented 7 types of cancer and 'spread out' the virtual cancer throughout thousands of accounts. Virtual cancer acted as a real cancer: at first, followed silently. Then, started to manifest subtle; finally expressed its symptoms directly. Those who detected on time, virtual cancer stopped following them. Those who ignored it, received a final message.

Execution

4 months of planning.

7 months in action on Twitter. 

League Against Cancer is an organization with limited funds for advertising prevention campaigns,

However, in order to save more lives, they need people to know how to prevent cancer before it reaches final stage.

That´s why Cancertweets was so important to them. It wasn´t just a campaign talking about cancer, it actually made every person feel what it was like to have cancer and how easy it was to ignore it. But it wasn´t just that. Best of all, League Against Cancer had a successful campaing, full of free press, without spending a dime.

Outcome

- More than 20 million of potential impacts on Twitter.

- After this action, League Against Cancer Twitter account increased their followers up to 900%

- During the action, we got thousands of free RTS from famous people.

- Cost per response: 0.

- Twice Trendtopic in Colombia with #cancervirtual.

- 12 different countries talked about cancertweets on different media.

- Free press in more than 70 digital newspapers, included the BBC of London.

- Free press in more than 10 TV channels and radio stations, included 'La W' and 'La FM'.

- As in real life, 99% of users detected the virtual cancer on their critical stage.

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