Cannes Lions

#PORAMORALASTETAS

PORTA, Santiago / PORAMORALASTETAS.CL / 2013

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

In order to get women checked for Breast Cancer, we made a campaign leaded by Digital, that made their partners do it for them.

Execution

It was relevant because it included men into the problem (Because it is. Breast Cancer don't just end with women, it ends with families and people around them), and because the execution of the idea itself gained it's own space in press and social media. It was by far the most talked about campaign of all breast cancer awareness campaigns (Much more than the government's campaign) and it literally aimed at getting women checked, not just raising the topic.

Outcome

The viral got more than 2.3m hits from the different sites it was uploaded to, not counting the hits it received on digital press, reaching almost 20% of the population, and people around the world too.

The response was amazing. Even though some conservatives said the campaign was just superficial, most of people (And obviously men) engaged with it, appreciating both the creativity and the inclusion of men.

The site received more than 800,000 visits, the manual was seen by over 300,000 men and over 100,000 women were contacted through Facebook to get checked.

Budget spent on media: $0.

Similar Campaigns

6 items

Shortlisted Dubai Lynx
Open Helmets

Y&R JORDAN, Amman

Open Helmets

2017, JORDAN INSURANCE COMPANY

(opens in a new tab)