Fundaseno Promo, Case study LETTERS PROJECT by Publicis Caracas

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Industry Charities, Foundations, Volunteers, Against Cancer
Media Promo & PR, Case study
Market Venezuela
Agency Publicis Caracas
Director Daniel Baloa
Creative Director Noraida Otazo
Copywriter Sergio Sanchez Caballero, Bernardo Tortolero, José Juan Sanguinetti
Released March 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: FUNDASENO
Chief Creative Officer: Fabian Bonelli (Publicis Venezuela)
Creative Director: Noraida Otazo (Publicis Venezuela)
Copywriter: Sergio Sanchez (Publicis Venezuela)
Copywriter: José Juan Sanguinetti (Publicis Venezuela)
Copywriter: Bernardo Tortolero (Publicis Venezuela)
Art Director: Daniel "caiman" Mendez (Publicis Venezuela)
Account Director: Andreina Gonzalez (Publicis Venezuela)
Account Manager: Carmen Corrales (Publicis Venezuela)
Public Relations Vice-President: Thamara Laurens (Publicis Venezuela)
Public Relations Executive: Adriana Gonzalez (Publicis Venezuela)
Agency Producer Director: Sara Frank (Publicis Venezuela)
Agency Producer: Jacary Espindola (Publicis Venezuela)
Director: Daniel Baloa (The Box)
Executive Producer: Jose Medina (The Box)
Media placement: PR Digital - - 8 March 2012
Media placement: Social Networks - Twitter, Facebook - 8 March 2012
Media placement: Radio Interview - Exitos Venezuela, Onda Venezuela, Familia FM Venezuela, Unión Radio Venezuela - 15 March 2012
Media placement: TV Interview - Globovision Venezuela, Canal I Venezuela - 22 March 2012
Media placement: Press release -, ElCarabobeñ,,, - 11 March 2012
Media placement: Press Interview - El Carabobeño - 28 March 2012

Summary of the Campaign
In Venezuela, 3 women die every day because of breast cancer. 80% of the cases are detected in an advanced stage.The development of an educational campaigns is necessary.

Early detection of breast cancer represents a crusade to non-governmental organisations like Fundaseno. Because there was little budget, we needed to come up with a creative, touching and striking way to deliver an educational message that reaches as many people as possible by using digital tools and word-of-mouth.

To do this, we called a group of women to a casting and gave them 6 letters and 1 minute to spell words. The letters spelled cancer but no-one spelled it. The results were documented in video.

That video was uploaded to YouTube on the International Women’s Day.

During the first 3 days, the video was viewed and shared reaching celebrities, journalists and opinion leaders. They published the video on their blogs, news websites and social media accounts, creating a media burst.

In just 2 weeks Proyecto Letras appeared on digital media, TV and radio. The video spread worldwide,

Spreading the consciousness message about the importance of auto examination as a preventive measure for breast cancer.

The Situation
In Venezuela, 3 women die of breast cancer every day. With little budget, we needed to iconnect with as many women as possible.

The Goal
Our goal was for them to spread the educational message spontaneously. We needed to reach celebrities, journalists, breast cancer survivors and bloggers.

The Strategy
We called a group of women to a casting and gave them 6 letters and 1 minute to spell words. The results were documented: no one spelled cancer.

The video was uploaded to YouTube on International Women’s Day, a day when opinion leaders were sensitive to women's topics.

The strategy was out of the ordinary, almost an anti-PR project: motivate as many people as possible to share the video through social media, thus generating buzz to reach celebrities and opinion leaders. It would generate free publications in news sites, blogs, radio and TV.

The video was uploaded to YouTube. On the third day it had more than 50,000 views and many celebrities shared the video. During the first week, Fundaseno had 2 radio interviews to talk about the video and received an overwhelming response on social networks. Commentes like these were everywhere; "You ought to see this”, “This is something we all should be aware of”, “EXCELLENT video, striking and emotive”.

News websites spontaneously shared the video. Fundaseno was invited to many TV shows, creating a media burst.

People kept sharing the video every day, increasing the awarness of self-examination as a way to prevent breast cancer.

Documented Results
The video registered more than 200,000 views in the first 5 days.

So far, it has over 400,000 views.

Thanks to Proyecto Letras, Fundaseno was invited to TV and radio shows to talk about the campaign and breast cancer prevention.

The project was commented by celebrities, journalists and specialized magazines.

The video spread worldwide, including Venezuela, Canada and Spain, who where the countries that watched it the most.

The hashtag, #LaPalabraQueNadieQuiereVer (the word that nobody wants to see), was spontaneously created by people who watched and shared the video.

So far,the campaign has generated more than $174,000 in free media.