League Against Cancer - "Dominique"

VMLY&R Lima

VMLY&R Lima Miraflores, Peru

1219

Title	Dominique
Agency	VMLY&R Lima
Campaign	Breast Cancer Awareness from Centuries Ago
Advertiser	League Against Cancer
Brand	League Against Cancer
Date of First Broadcast/Publication	2022 / 11
Business Sector	Public Safety, Health & Hygiene
Story	While breast cancer is more common in women. In men, it has a high mortality rate since it is not believed that it can happen to them. They never get checked and therefore they discover it at a late stage. Something as simple as a self-examination, touching your chest from time to time, can prevent several people from being part of those small but deadly statistics. It turns out that, for some aesthetic reason, several ancient men posed for paintings with their hands touching their chests in a position similar to that of a self-examination. That is why we have decided to name these painters, precursors of breast self-examination in men, visionaries of past centuries who were already showing that a man touching his chest for long periods of time was nothing to make a scandal about. So let's follow the example of these pioneers of the past. And let's touch our chests again.
Media Type	Magazine
Creative Director	Eduardo Meza
Creative Director	Carlitos Fernandez
Art Director	Fernando Guerra
Designer	Renzo Zapata
Executive Creative Director	Tin Sanchez
Account Director	Anne Achata
Copywriter	Luis Felipe Rios