VOTE LIFE by BETC Euro Rscg Paris for APREC (Association For Cancer Research)

VOTE LIFE

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Industry Against Cancer
Media Promo & PR, Case study
Market France
Agency BETC Euro Rscg Paris
Director Jérôme Laperousaz
Executive Creative Director Virginie Lepere, Hugues Pinguet
Creative Director Dima Kronfol, Thomas Derouault
Art Director Thomas De Belleville, Hakim Idriss, Emmanuelle Kerihuel, Nicolas Herenstein
Copywriter Chloé Goddet, Chloé Bismuth-Ogier, Jean-Francois Le Marec - Dimitri Hekimian
Released October 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: APREC (ASSOCIATION FOR CANCER RESEARCH)
Product/Service: CANCER RESEARCH
Agency: EURO RSCG 360
President: Victor Izrael (Aprec)
Agency's Chief Executive Officer: Pascal Allard (Euro RSCG 360)
Executive Creative Director: Hugues Pinguet (Euro RSCG 360)
Conception/Strategic Planner/Copywriter: Frédéric Boucaumont (Euro RSCG 360)
Creative Director: Thomas Derouault (Euro RSCG 360)
Team Leader: Florent Das Merces (Euro RSCG 360)
Copywriter: Dimitri Hekimian (Euro RSCG 360)
Copywriter: Chloé Bismuth-Ogier (Euro RSCG 360)
Copywriter: Chloé Goddet (Euro RSCG 360)
Art Director: Nicolas Herenstein (Euro RSCG 360)
Art Director: Hakim Idriss (Euro RSCG 360)
Art Director: Thomas De Belleville (Euro RSCG 360)
Art Director: Emmanuelle Kerihuel (Euro RSCG 360)
Political Consultant: Nicolas Boudot (Euro RSCG 360)
Public Relations: Delphine Le Floch (Euro RSCG 360)
Digital Project Manager: Monji Bhouri (Euro RSCG 360)
Channel Planning: Jean-François Audibert (Euro RSCG 360)
Agency's Producer: Isabelle Baud (Euro RSCG 360)
Production: Guillaume Loeb (Euro RSCG 360)
Director: Jérôme Laperousaz (Euro RSCG 360)
Media placement: Teaser Videos - Journalists, Bloggers. - 27 September 2011
Media placement: Press Release - TF1 - 27 September 2011
Media placement: Press Release - Le Point - 27 September 2011
Media placement: Press Release - Le Figaro - 27 September 2011
Media placement: Press Release - Le Nouvel Observateur - 27 September 2011
Media placement: Press Release - Men's Health - 27 September 2011
Media placement: Interview - Le Parisien - 4 October 2011
Media placement: Press Release - Le Parisien - 4 October 2011
Media placement: Direct Marketing (Flyers, Caps, And T-Shirts Delivery) - Strategic Places - 4 October 2011
Media placement: Press Kits - Journalists, Bloggers, Press... - 10 October 2011

Summary of the Campaign
For the first time, a true cause invites itself into the political debate.

Contacted by the charity APREC (Association for Research in Cancerology), the agency decided to use the context of the presidential election to put the fight against cancer in the spotlight. The goal was to alarm the public opinion and to get as much support as possible to face the emergency of the situation.

This campaign uses as many channels as possible: TV, outdoor, press, and digital.

The idea was to have the president of the association, a well-known cancerologist, Professor Victor Izrael, run for president. Nobody expected this and his campaign shocked people into asking the other candidates to take a stance on cancer and include propositions to fight the disease in their programs.

The Situation
In France, figures show that 1 man out of 2 and 1 woman out of 3 will one day get cancer. 350,000 new persons are affected each year, and the numbers are on the rise. There are not enough cancerologists and not enough equipment. The care is not human enough and the prevention is not developed enough.

The Goal
The goal of this campaign was to put the fight against cancer in the spotlight and to reach citizens and lead to a better awareness of the risks. We wanted to alarm the public opinion and to get as much support as possible to face the emergency of the situation.

The Strategy
The idea was to have the president of the association, a well-known cancerologist, professor Victor Izrael, run for president. Nobody expected this and the campaign shocked people into asking the other candidates to take a stance on cancer and include propositions to fight the disease in their programs.

Execution
The first phase of the campaign was a teaser: videos counting down to a day where new civil movement would be launched were sent to the political journalists. They were promising the arrival of a mysterious candidate.

On the 5th of October, his name was revealed in the press by an interview in one of the most popular newspaper.

As his interventions spread all over the medias, the campaign starts on TV, press and outdoor.

Finally, a website 'movement against cancer' allows all the citizens to support his candidature and provides them with all the tools necessary to propagate his message among social networks and as guerilla.

Documented Results
When his identity was revealed, Professor Izrael was all over the media. His action was relayed in debates, during the Council of the ministers, and the government even called his action useful.

The support kicked in on social networks, launching an engaged buzz. The fight against cancer successfully invaded the presidential campaign and is now a priority. The awareness of APREC, the professor’s association has exploded.

Outcomes :
- About 50 articles in magazines and newspapers
- 27 TV and radio interviews of Professor Izraël
- About 100 articles on the internet
- About 40,000 views on Youtube Channel and other video-sharing websites
- About 13,000 supports on the official website, www.particontrelecancer.com.