DETECT CANCER EARLY by McCann Tel Aviv for ONE IN NINE

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DETECT CANCER EARLY

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Industry Against Cancer
Media Promo & PR, Case study
Market Israel
Agency McCann Tel Aviv
Creative Director Ido Ben-Dor, Sigal Abudy
Art Director Guy Laufer
Copywriter Ido Mymon
Account Supervisor Alona Dekel
Released October 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: ONE IN NINE
Product/Service: BREAST CANCER AWARENESS
Agency: McCANN ERICKSON
Date of First Appearance: Oct 26 2009 12:00AM
Entrant Company: McCANN ERICKSON, Tel Aviv, ISRAEL
Vice President Creative: Eldad Weinberger (McCann Erickson)
Creative Director: Ido Ben Dor (McCann Erickson)
Creative Director: Sigal Abudy (McCann Erickson)
Art Director: Guy Laufer (McCann Erickson)
Copywriter: Ido Mymon (McCann Erickson)
Vice President Clients: Hagar Barzelai (McCann Erickson)
Account Supervisor: Alona Dekel (McCann Erickson)
Account Manager: Meytal Nehema (McCann Erickson)
Universal McCann: Tzofit Dahan (McCann Erickson)
Graphic Designer: Anat Almog (McCann Erickson)
Media placement: Magazine - Maariv - 26/10/2009

Results and Effectiveness
During the month the campaign ran, the number of new inquiries One in Nine received more than doubled. And who knows how many lives were saved.

Creative Execution
We answered the brief by taking out cancer's sign prediction from the horoscope section at Israel's most popular newspaper, and placing it a couple of pages earlier. That way, every woman who read the paper, “detected” cancer early – and got the important message in an unexpected way.

Insights, Strategy & the Idea
One in Nine is a non-profit organisation dedicated to raising public awareness for breast cancer in Israel. The name of the organisation was inspired by the fact that one in every nine Israeli women will get breast cancer during her lifetime. The purpose of One in Nine is to try and change those unfortunate statistics. And early detection, as we all know, is critical for wining this fight. In order to remind people of how important early detection is we made them “detect” cancer early. Literally.