Spanish Association of Gynecology and Obstetrics: The Monument
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Brief:
Cervical cancer kills two women everyday in Spain (over 700 per year). It’s the most common cancer after breast cancer and almost no one is aware of this. Three months ago, a vaccine was created that can prevent it. This is the first vaccine to prevent cancer and six scientific associations lead by SEGO (Spanish Association of Gynecology and Obstetrics) began an awareness and prevention campaign with the following objectives: – Raise awareness of the seriousness of the illness. – Publicize the existence of the vaccines and promote preventative practices.
Solution:
These vaccines will prevent the deaths of thousands of women. The idea should allow the campaign to transcend in time and LASTS FOREVER so that our daughters and our daughters’ daughters can always remember that we were able to beat cervical cancer. A groundbreaking way to honor an important moment in history making this news more viral than the virus itself: Raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using the Internet, Online Buzz, Mailings, Ambient Marketing, TV, Print, etc.
Results:
Many more women are getting vaccinated. According to IMS (Pharmaceutical sector source – imshealth.com), following the campaign, the demand for vaccines preventing cervical cancer increased by 556%. 470,605 women reached by viral email (9 times the objective!) Post-Test Nielsen (Available to jury): 60% remember the campaign 47% of those who remember the campaign intend on getting the vaccine (35% more than those who don’t remember). 67% of mothers say they’ll take their daughters in to get the vaccine after the campaign.
Advertising Agency: Shackleton, Madrid, Spain
Account Supervisors: Laura Fuentes, Arancha Cebrián, Marta Peloche
Account Executives: Joseba Irurzun, Veronica Acosta
Creative Supervisors: Fede Arce, Oscar Moreno
Art Directors: Celia MartÃnez, Sergio Gil
Online Art Directors: Rubén MartÃnez, Jaume Leis, Jordi Ramón
Online Copywriter: Nerea Cierco
Online Programers: Daniel Rocasalbas, Ãcaro Obregón
Graphic Production Manager: Itxaro Vicuña
Production Assistant: Alfredo Llópiz
Audiovisual Production Manager: Manuela Zamora
Corporate Development Manager: Alex Baixas
Producer: Pablo GarcÃa Acón
Avid Editors: Paula Cuadrado, Jordi Canela
General Manager Of Shackleton Events: LucÃa Angulo
Creative Directors: Pablo González De La Peña, Alvaro Gonzalez
Head Of Press: Elvis Santos
Press Asistant: Lara Garcia
General Creative Director: Juan Nonzioli
Executive Creative Director: Alfonso Marián
Online Executive Creative Director: Enric Nel-Lo
Copywriters: Juan Nonzioli, Carmen Pacheco
Account Managers: Sol Rengifo, Luz González
