THE ANALYSIS THAT WILL CHANGE THE LAW by McCann Madrid for Aecc (spanish Association Against Cancer)

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THE ANALYSIS THAT WILL CHANGE THE LAW

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Industry Charities, Foundations, Volunteers, Anti-smoking
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Creative Director Isidro Casanova
Art Director Joaquín Saldaña
Copywriter Virginia Olivety
Account Supervisor Irene Carboneras
Released June 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AECC (SPANISH ASSOCIATION FOR CANCER RESEARCH)
Product/Service: ANTI-SMOKING LAW IMPLEMENTATION
Agency: McCANN ERICKSON
Date of First Appearance: Jun 25 2009 12:00AM
Entrant Company: McCANN HEALTHCARE MADRID , SPAIN
Creative Director: Isidro Casanova (McCann Healthcare Spain)
Copywriter: Virginia Olivety (McCann Healthcare Spain)
Art Director: Joaquín Saldaña (McCann Healthcare Spain)
Account Supervisor: Irene Carboneras (McCann Healthcare Spain)
Production Company: WIND (Wind)
Directors: Alex de la Iglesia/Achero Mañas/Jorge Cosmen/Hugo y Roger Menduiña/Nacho Gayán/M
Media placement: TELEVISION - TELECINCO TV - 25/06/2009
Media placement: CINEMAS - YELMO CINES - 25/06/2009
Media placement: MAGAZINES AND NEWSPAPER - EL PAIS - 25/06/2009

Results and Effectiveness
- Results and Repercussions: For the moment, the debate is under way, people are talking about the issue in the media, public opinion is expressed favourably and a large number of politicians, including the current Health Minister, are talking of the need to change the law.

Creative Execution
- Strategy & Implementation: To make enough noise to provoke a social debate in which public opinion is favourable to changing a highly controversial and unpopular law. To so this, we show the different sides of the coin using real stories in a documentary format, which gets us to swap roles, to wear the opposite party’s shoes and for us to see ourselves as an organism, a very sick organism. And, in short, for the issue to be talked about enough to jolt our politicians into action. For the law to be taken back to parliament and eventually to be changed.

Insights, Strategy & the Idea
- Objective: To extend the current no smoking laws to include all public places.