League Against Cancer Digital, Case study Cancertweets [video] by Leo Burnett Bogota

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Cancertweets [video]

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Industry Against Cancer
Media Digital, Interactive & Mobile, Case study
Market Colombia
Agency Leo Burnett Bogota
Creative Director Rafael Reina, Alexis Ospina, Carlos Guerra Oviedo -Sergio Araya
Art Director Rafael Reina, Julián Vélez, Carlos Andres Lopez
Copywriter Andres Salamanca
Released February 2013


London International Awards 2013
Non-Traditional Public Service/Social Welfare Silver Winners
Non-Traditional Direct Marketing Bronze Winners
Non-Traditional Guerrilla Marketing Bronze Winners

Credits & Description

Category: Copywriting
Advertising campaign: CANCERTWEETS
Community Manager: Alejandra Melo (Leo Burnett Colombiana)
Community Manager: Camilo Torres (Leo Burnett Colombiana)
Community Manager: Carlos Leguizamón (Leo Burnett Colombiana)
Art Director: Julián Vélez (Leo Burnett Colombiana)
Creative Director: Rafael Reina (Leo Burnett Colombiana)
Art Director: Rafael Reina (Leo Burnett Colombiana)
Copywriter: Alexis Ospina (Leo Burnett Colombiana)
Creative Director: Alexis Ospina (Leo Burnett Colombiana)
Client: Alicia Guillén (League Against Cancer)
Art Director: Andrés López (Leo Burnett Colombiana)
Community Manager: Andrés Salamanca (Leo Burnett Colombiana)
Copywriter: Andrés Salamanca (Leo Burnett Colombiana)
General Creative Director: Fernando Hernández (Leo Burnett Colombiana)
Web Designer: Maicol Vera (Leo Burnett Colombiana)
Community Manager: Camilo Mendivelso (Leo Burnett Colombiana)
Community Manager: Carlos Oviedo (Leo Burnett Colombiana)
Creative Director: Carlos Oviedo (Leo Burnett Colombiana)
Community Manager: César Peralta (Leo Burnett Colombiana)
General Creative Director: Mauricio Sarmiento (Leo Burnett Colombiana)
Account Executive: Natalia Valencia (Leo Burnett Colombiana)
Cancer is a silent disease: every year millions of people die for ignoring its symptoms. That's why we had to create a low budget action that made people feel what ´s like to have cancer and how easy it is to ignore it.
We created Cancertweets, an action to make people experiment, in a personalized way, the silent manner in which cancer acts and how easy it can develop to a final stage without being aware of it.
The complete campaign took place on twitter, which allowed us to reach thousands of people at zero cost. In adition the twitter platform allowed us to be certain that the message would reach the people we wanted, and thanks to them the message spread out all over the world.
League Against Cancer is an organization with limited funds for advertising prevention campaigns However, in order to save more lives, they need people to know how to prevent cancer before it reaches final stage.
That ´s why Cancertweets was so important to them. It wasn ´t just a campaign talking about cancer, it actually made every person feel what it was like to have cancer and how easy it was to ignore it. But it wasn ´t just that. Best of all, League Against Cancer had a successful campaing, full of free press, without spending a dime.
Campaign Data:
- 4 months in action on Twitter, a free social network.
- More than 20 million of impacts on Twitter.
- After this action, League Against Cancer Twitter account increased their followers up to 900%.
- Sales cost per response: US$ 0.
- During the action, we got thousands of free RTS from famous people.
- Twice Trendtopic in Colombia with #cancervirtual.
- 12 different countries talked about cancertweets on different media.
- Free press in radio stations, tv shows and more than 70 digital newspapers, included la BBC of London.
- As in real life, 99% of users detected the virtual cancer on their critical stage.