Aecc (Spanish Association Against Cancer) Promo STORE by Momentum Madrid

STORE

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Industry Against Cancer
Media Promo & PR
Market Spain
Agency Momentum Madrid
Executive Creative Director Raúl Pérez Serena
Art Director Rafael Lucas
Released April 2013

Credits & Description

Advertiser: AECC
Agency: MOMENTUM WORLDWIDE SPAIN
Category: Charities
Advertising campaign: STORE
Copy: Luis Tardón (Momentum)
Executive Creative Director: Raul Perez (Momentum)
Account Director: Sonia Romero (Momentum)
Art Director: Rafael Lucas (Momentum)
Account Executive: Roberto Vicario (Momentum)

Outcome
Increase of 60% of requests for information on colon cancer via online40% increase of users RR.SS. the AECC.Awareness, information and prevention of society

Relevancy
The action was very simple and surprising: We identify persons (male and female) with more than 50 years and gave them an impactful message. We select the persons who were shopping and when they crossed the exit of the shop we activated the alarm sounds. At this moment we appeared showing a poster that said:We wish it was that easy to be aware that you had colon cancer. Get informed and avoid it before the alarm sounds. Go to www.aecc.es

Implementation
The action was very simple and surprising: We identify persons (male and female) with more than 50 years and gave them an impactful message. We select the persons who were shopping and when they crossed the exit of the shop we activated the alarm sounds. At this moment we appeared showing a poster that said:We wish it was that easy to be aware that you had colon cancer. Get informed and avoid it before the alarm sounds. Go to www.aecc.esAnd after that, we gave a brochure with all the information to each person.

Client Brief Or Objective
Asociación Española Contra el CÁNCER (AECC) (Spaniard Association Against Cancer) is an NGO that fight against cancer to lower the impact of the illness by making better the life of the affected people. How: giving monetary support to investigate for finding cures, giving support to sick people and families, and making campaigns to inform and prevent.Colon cancer have a 90% survival rate if found at an early stage. Many more lives could be saved understanding colon cancer risks, and increasing screening rates.