Mimi Foundation Promo, Case study FACEBACK by Leo Burnett Paris


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Industry Against Cancer
Media Promo & PR, Case study
Market France
Agency Leo Burnett Paris
Art Director Jerome Gonfond Leo Burnett France
Copywriter Hadi Hassan Helou Leo Burnett France
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Date of First Appearance: Dec 10 2010
Entrant Company: LEO BURNETT FRANCE, Paris, FRANCE
Vice President/Creative Director: Guillaume-Ulrich Chifflot (Leo Burnett France)
Art Director: Jérôme Gonfond (Leo Burnett France)
Copywriter: Hadi Hassan Helou (Leo Burnett France)
President: Jean-Paul Brunier (Leo Burnett France)
Deputy General Manager: Jean-Marc Kuentzmann (Leo Burnett France)
Account Executive: Cécile Balut (Leo Burnett France)
Digital Account Executive: Anne-Laure Faugas (Leo Burnett France)
Media placement: Facebook - Facebook - 13 December 2010

Insights, Strategy & the Idea
The principal objective is to create awareness about cancer and its consequences to make people understand that when you suffer from cancer, being surrounded by the right people is as important as being treated. Restoring your image for somebody who suffers from cancer is an important step in getting better. Through out this project, our objective was to make this Foundation known.

Very few people knew the Foundation. Our goal was to create a maximum of awareness on what the Foundation does for people suffering from cancer.

Insight : Cancer sufferers need to be well surrounded to restore their image. This is an important step for them to get better.

Facebook is the perfect social network to show everybody how we can fight cancer, being surrounded by the right people is as important as being treated.

Creative Execution
The creative solution was to confront a real cancer patient to real people.
The operation was 100% viral.

Results and Effectiveness
In 15 days, the patient had 1,500 friends in the world. She also received messages of real support.

Thanks to this project, a lot of people were made aware and truly touched by this illness. For the first time, they were able to talk openly about cancer.