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 womenâs 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. âYou donât see breast cancer. You feel it. Do the self-examâ. 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
