One in Nine is a non profit organization in Israel dedicated to make awareness of breast cancer. The name compels further reading of the startling statistics that one in every nine women in Israel will be forced to cope with breast cancer during her lifetime. This campaign for One in Nine, developed by McCann Erickson, Tel Aviv, aims to tell women that they should be more cautious about the attack of breast cancer disease and gives a message that early detection can prevent the disease.
As part of this initiative, they launched the campaign in association with several daily newspapers. They took the horoscope page and moved the reading for the Cancer sign several pages back, so that the reader would discover the cancer horoscope earlier than usual. The campaign was signed with âEarly detection of cancer can save lives. Get yourself testedâ.
The campaign is sure to grab the necessary attention. But, there is a slight problem of misleading the readers from what they actually intend to read. Considering the magnitude of the subject, we can leave it. Right?
CREDITS
Agency: McCann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
Creative Director: Ido Ben Dor, Sigal Abudy, Meiran Pachman
Art Director: Guy Laufer
Copywriter: Ido Mymon
VP Accounts: Hagar Barzelai
Account Supervisor: Alona Dekel
Via: osocio
