For the first time, a true cause invites itself into the political debate.Contacted by the charity APREC (Association for Research in Cancerology), the agency decided to use the context of the presidential election to put the fight against cancer in the spotlight. The goal was to alarm the public opinion and to get as much support as possible to face the emergency of the situation.This campaign uses as many channels as possible: TV, outdoor, press, and digital.The idea was to have the president of the association, a well-known cancerologist, Professor Victor Izrael, run for president. Nobody expected this and his campaign shocked people into asking the other candidates to take a stance on cancer and include propositions to fight the disease in their programs.

The goal of this campaign was to put the fight against cancer in the spotlight and to reach citizens and lead to a better awareness of the risks. We wanted to alarm the public opinion and to get as much support as possible to face the emergency of the situation.

The first phase of the campaign was a teaser: videos counting down to a day where new civil movement would be launched were sent to the political journalists. They were promising the arrival of a mysterious candidate.On the 5th of October, his name was revealed in the press by an interview in one of the most popular newspaper.As his interventions spread all over the medias, the campaign starts on TV, press and outdoor.Finally, a website 'movement against cancer' allows all the citizens to support his candidature and provides them with all the tools necessary to propagate his message among social networks and as guerilla.

When his identity was revealed, Professor Izrael was all over the media. His action was relayed in debates, during the Council of the ministers, and the government even called his action useful.

The support kicked in on social networks, launching an engaged buzz. The fight against cancer successfully invaded the presidential campaign and is now a priority. The awareness of APREC, the professor’s association has exploded.

Outcomes :- About 50 articles in magazines and newspapers - 27 TV and radio interviews of Professor Izraël - About 100 articles on the internet - About 40,000 views on Youtube Channel and other video-sharing websites - About 13,000 supports on the official website, www.particontrelecancer.com.

The idea was to have the president of the association, a well-known cancerologist, professor Victor Izrael, run for president. Nobody expected this and the campaign shocked people into asking the other candidates to take a stance on cancer and include propositions to fight the disease in their programs.

In France, figures show that 1 man out of 2 and 1 woman out of 3 will one day get cancer. 350,000 new persons are affected each year, and the numbers are on the rise. There are not enough cancerologists and not enough equipment. The care is not human enough and the prevention is not developed enough.