League Against Cancer Promo VACCINE AGAINST CANCER by Y&R Lima

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Industry Against Cancer
Media Promo & PR
Market Peru
Agency Y&R Lima
Director Bacha Caravedo
Art Director Christian Sanchez - Piero Oliveri, Mirko Cuculiza Cristian Sánchez, Sandro Angobaldo, Daniel Higashiona, Javier Ascue, Erick Galván, Hiroshi Sagawa, Iván Aleman
Copywriter Flavio Pantigoso, José Miguel Rivera, Daniel De Leon Tanner
Released September 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Agency: Y&R
Date of First Appearance: Sep 12 2009 12:00AM
Entrant Company: Y&R, Lima, PERU
Entry URL: http://www.vacunacontraelcancer.com.pe
Copywriter: Flavio Pantigoso (Y&R Peru)
Copywriter: Daniel De León (Y&R Peru)
Copywriter: José Miguel Rivera (Y&R Peru)
Art Director: Christian Sánchez (Y&R Peru)
Art Director: Erick Galván (Y&R Peru)
Art Director: Hiroshi Sagawa (Y&R Peru)
Art Director: Iván Aleman (Y&R Peru)
Art Director: Mirko Cuculiza (Y&R Peru)
Art Director: Javier Ascue (Y&R Peru)
Agency Producer: Patricia De La Cuba (Y&R Peru)
Planner: Eduardo Grisolle (Y&R Peru)
Account Director: Carla Wilson (Y&R Peru)
Director: Bacha Caravedo (Kchina Films)
Executive Producer: Silvia Kamisato (Kchina Films)
Director of Photography: Fergan Chávez-Ferrer (Kchina Films)
Art Director: Daniel Higashiona (Kchina Films)
Art Director: Sandro Angobaldo (Kchina Films)
Post Production Company: (Animal FX)
Audio Company: Ricardo Núñez (Vinylo Sound)
Editing Company: (Zeppelin)
Media placement: Vaccine Bottle - FASA, National Drugstore's Chain - 12 September 2009
Media placement: TV Campaign - 3 Spots - National TV Stations - 12 September 2009
Media placement: Radio Spot - National Radio Stations - 12 September 2009
Media placement: Print Ads - Main National Newspapers And Magazines: El Comercio, Cosas, Gente, Caretas, Cosm - 12 September 2009
Media placement: Billboards - On Different Peruvian Streets. - 12 September 2009
Media placement: Post Cards - Restaurants, Clubs, Cafes - 12 September 2009
Media placement: T-Shirts - T-Shirts - 12 September 2009
Media placement: Web Site - www.vacunacontraelcancer.com.pe - 12 September 2009
Media placement: Facebook - Vacuna Contra El Cancer On Facebook - 12 September 2009
Media placement: Human Statues - Kennedy Park, Miraflores, Lima, Peru - 12 September 2009

Describe the objective of the promotion.
To raise funds for the League Against Cancer in a country (Peru) where is hard to conduct collections through bank deposits and where the Internet is not yet massively used for money transfers, generating consciouness around cancer prevention at the same time.

Describe how the promotion developed from concept to implementation
1) We created a massive promotion: the VACCINE AGAINST CANCER. A real pharmaceutical bottle, with a code bar, containing a list of 10 tips on cancer prevention and being sold at FASA (the largest drugstore chain in Peru) at the incredibly affordable price of 1,60 USD. 2) We launched the promotion with big off- and on-line buzz, where a web page (www.vacunacontraelcancer.com.pe) offering a massive “on-line vaccination” consisting in downloading the video of a celebrity “vaccinating” you against cancer, i.e. giving you a prevention tip, played a paramount role.

Describe the success of the promotion with both client and consumer including some quantifiable results
Massive broadcast through the media and an increase of 42.7% in fundraising on the previous year in aid of the League. These results are fully audited by the League.

Explain why the method of promotion was most relevant to the product or service
Nowadays people are more and more unresponsive to traditional donation promotions (the ones that use tin collections), mainly because there's no significant, immediate pay-off for them. Instead of asking for money, we proposed our donators a product relevant per se; and that could be kept even as a souvenir. We faced them in a natural context (drugstores) letting them buy by themselves a high valued product (Vaccine Against Cancer) with tips for an incredibly promotional price, activating an increase of 42.7% of donations for the League atop previous year's results -and generating prevention awareness against cancer at the same time.