Media > Sectors
McCANN SAN JOSE, San Jose / GOLLO / 2016
Awards:
Overview
Credits
CampaignDescription
Undress the reality of breast cancer by undressing women on various media.
Execution
On October 1st we launched the video in Canal 7, the most important TV channel of Costa Rica, during the halftime of the Costa Rica vs. USA soccer game (prime time), reaching to more than 1.500.000 Costa Rican (in a country of 1.400.000 people). Due to the pressing of the censorship office the channel immediately censored the video. On October 2nd we posted the video on Facebook, after a great response of thousands of people, the video was finally censored. On October 4th we uploaded to YouTube, being censored the next day. From October 6th to October 31st we screened the video in 13.000 TV screens of our 133 stores all over the country, 8 hours a day.
Outcome
-1.500.000 people, in a country of only 4.500.000 people, saw the tutorial video, (via traditional media).
-#CancerSinCensura (#UncensoredCancer) became trending topic on Twitter.
-Costa Rica’s first lady endorsed the initiative, making the problem part of the political agenda.
-The appointment in public hospitals for early detection of breast cancer increased 15% compared with the previous month of the launch of the video.
-The traffic in the stores grew 11% (comparing with previous month: September 2015).
Relevancy
Because through a cross-media strategy Gollo could capitalized the censorship laws of the country to show how something as necessary as a self breast exam, it’s so difficult to communicate. A statement that organically involved thousands of Costa Ricans who turned our content in a cultural debate, which reached its climax in the media that most interested us: the TV of our stores.
Strategy
It was a cross channel strategy for October, the breast cancer month. We created a tutorial video showing a naked woman doing a self-breast exam, with the intention of being censored in various media. We generated an intentional journey of censorship for our video: TV, Facebook and YouTube. Each time the video was censored in a medium, the indignation and the anger of the people, grew, transforming our content in a cultural discussion. Unable to be shown in the any media in the country, the video was finally released in the only media that no censorship office could touch: the screens of our 133 stores across the country.
Synopsis
Costa Rica has, unfortunately, the second place in the region in breast cancer; this is a major health issue that most of the women are not aware (for them, close their eyes and ignore the possibility to have breast cancer is better than dealing with it). To make it worse they are not aware of how to auto evaluate and prevent it.
Gollo, Costa Rica retail leader, decided to educate and raise awareness, after all, 75% of its clients are woman.
The objective was to create a meaningful message able to reach at least 10% of the population, to help raise the appointments in public hospitals for early detection of breast cancer.
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