Susan G. Komen Promo, Case study 5 WOMEN 5 COMPOSERS by J. Walter Thompson San Juan

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Industry Against Cancer
Media Promo & PR, Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Director Angel Traverso
Art Director Andrés Justo
Copywriter Fábio Seidl
Editor Joel Pérez
Released November 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: SUSAN G. KOMEN
Date of First Appearance: Nov 26 2009 12:00AM
Vice President Regional/Creative Director: Jaime Rosado (JWT San Juan)
Copywriter: Lizette Morazzani (JWT San Juan)
Art Director: Andrés Justo (JWT San Juan)
Interactive Creative Director/Art Director: Manuel Torres Kortright (JWT San Juan)
Animation Art Director: Juan Carlos Montes (JWT San Juan)
Agency Producer: Noro Sebastián (JWT San Juan)
Agency Producer: José González (JWT San Juan)
Music Consultant: Pablo Torres (JWT San Juan)
Account Director: María López (JWT San Juan)
Account Executive: Eric Freytes (JWT San Juan)
Editor Hocus Pocus: Mizael Morales (JWT San Juan)
Audio Engineer Hocus Pocus: Carlos Dávila (JWT San Juan)
Editor: Joel Pérez (Latitude 18)
Director: Angel Traverso (Latitude 18)
Media placement: TV - Channel 2 - Telemundo - 26/11/2009

Results and Effectiveness
Through music the public was able to feel what it is to live the five most significant stages of breast cancer. And through the use of television we were able to reach and educate over 200,000 people (population of Puerto Rico being 4 million). We also received extensive coverage from Puerto Rico’s main newspapers and news stations. And all of this was accomplished by a television show that only lasted one hour.

Creative Execution
On Thanksgiving Day, a day where millions of families unite to give thanks, we aired during primetime a unique television programme called 5 WOMEN 5 COMPOSERS; a televised concert that used the power of music and mass reach of television to make people feel what it is to go through the 5 most significant stages of breast cancer. We paired 5 cancer survivors with 5 classical music composers, each representing one breast cancer stage. Each composer interviewed a survivor and was given 3 months to compose a piece of original music that would express that stage. We filmed in Puerto Rico’s most famous theatre and attracted many volunteers such as Puerto Rico’s Orchestra maestro, Roselyn Pabón, Emmy award winning sound engineer, Berti Rodríguez and the nation’s number one actress Cordelia González, who served as our main spokesperson. This programme was aired on Puerto Rico’s number one television network, Telemundo.

Insights, Strategy & the Idea
Susan G. Komen is an international organisation dedicated to spreading awareness about breast cancer. Their main duty: to educate. But during their educational process they encountered a major problem. When people hear the word “cancer” they shut down in fear. For the organisation it was extremely difficult to talk to people about a disease they were afraid to hear about. That’s why they challenged us with creating a media campaign for women 18+ and the general masses that would make them understand breast cancer. They wanted to make cancer approachable. According to Leonard Bernstein “Music can name the unnameable and communicate the unknowable.” We chose music as the vehicle to communicate what in this case is unknowable, breast cancer. We decided to create a soundtrack to survivor’s lives so people could feel what it is to have this disease. It was the perfect way to make something so terrifying embraceable.