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Roche: Simple and effective

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Portugal carries a painful record of having the highest number of casualties due to breast cancer among the European countries. As an all out war against this threat, a new outdoor campaign, spearheaded by McCann Erickson, has been shaped in a simple effective way. They went down with this campaign to the streets, hospitals, companies and theme related events.

This simple, effective and comparatively low-cost scheme was focused to raise women’s awareness about the importance of self-exams and thus help them detect breast nodules or lumps with the help of an anti-stress ball created by the agency. Women can conduct self exams, squeezing the ball to her breasts. “You don’t see breast cancer. You feel it. Do the self-exam”. That is exactly the message which the agency rightly conveys. About 50,000 balls and a flyer – explaining the correct way of doing the self-exams were distributed to women. This awareness programme was proved very effective in the early detection of breast cancer.

This is a fine example for social awareness campaign.

Credits: Advertising Agency: McCann Erickson, Portugal

Chief Creative Officer: Pedro Pina

Executive Creative Director: João Taveira

Copywriter: Emerson Braga

Art Directors: André Lopes, Rita Andrade

Account Supervisor: Sônia Correia

Producer: Rui Paz

via: I believe in advertising

Dr Prem Jagyasi

Dr Prem Jagyasi

Author, Chartered Consultant, Personal Branding Expert & Global Trainer at DrPrem.com
Author of several life improving guide books – Dr Prem is an award winning strategic global leader, successful chartered consultant, personal branding expert and global trainer.  Dr Prem has traveled to more than 40 countries to work with above 150 international organisations and to speak in global conferences. Dr Prem has published several guide books and numerous niche websites which have millions of reader across the globe.
Dr Prem Jagyasi
Dr Prem Jagyasi

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