Cannes Lions
LEO BURNETT COLOMBIA, Bogota / LEAGUE AGAINST CANCER / 2013
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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.
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