VMLY&R BRAZIL, Sao Paulo / SANTA CASA DA MISERICORDIA / 2019
Breast Cancer is the deadliest type of cancer in Brazil. This year, 60.000 new cases are estimated, with 15.000 deaths. Santa Casa, the biggest nonprofit hospital in Latin America, fights every year to spread awareness about prevention, with campaigns and stunts that aim to help change this landscape through information. But even then, the brand has a very difficult time reaching millennials, teenagers and young adults, which contrary to common belief, are very susceptible to breast cancer as well.
So our brief was to find a way to reach that young audience, and our objective was to make them do or understand the self-exam even if in a basic way.
Our idea was to put the self-exam in the middle of the choreography of Anitta’s new single ATENCION, and release the videoclip without saying anything to anyone. The song talked about empowerment and showed women of different ages and types dancing in front of mirrors. By putting the self-exam in there, we completely surprised her young audience, which lauded her for doing that. We started a conversation about self-care and breast cancer without interfering with her pop music content, in a totally native and seamless way.
The problem with Breast Cancer awareness is that people think it attacks exclusively older women. But research has shown that young women are susceptible as well. So, educational efforts must start as early as possible.
Our challenge was to reach that young audience that doesn’t believe they are under peril. So, in order to do that, our strategy was the use Anitta, brazil’s biggest music superstar, in a stunt that natively spread information without interfering with her content.
By putting the self-examination in the middle of the choreography of her new videoclip, young people everywhere took notice and talked about a subject they never would otherwise. It’s not just an idea, it’s a new way to educate and it could mark a trend for governmental best practices moving forward when it comes to public health and PSAs.
Anitta’s videoclip Attención and The Breast Move scene took one week to produce. It was done in the middle of March through a partnership between the agency, our production company and Anitta’s team. The global launch happened on April 5th on YouTube. And our self-exam scene completely surprised her audience when they went to check her new track, so much that in the first 10 days, we had 60 million total views globally.
Results in the first 10 days:
- 60 million total views
- 20 million unique impacts
- 96% positive mentions
Y&R SÃO PAULO, Sao Paulo
2013, SANTA CASA DA MISERICORDIA