APREC - "Vote Life"

HAVAS 360

HAVAS 360 Puteaux, France

8292

This ad is part of the ACT Responsible Collection

Brand: APREC
Country: France

Advertiser: APREC (Association for research in cancerology)

Title	Vote Life
Agency	HAVAS 360
Campaign	Vote Life
Advertiser	APREC (Association for research in cancerology)
Brand	APREC
Date of First Broadcast/Publication	2011 / 10
Business Sector	Disease Awareness, Support Groups & Associations
Tagline	In 2012 vote life
Philosophy	For the first time, with EURO RSCG 360, a true cause invites itself in the political debate. Contacted by the charity APREC (Association for Research in Cancerology), the agency decided to use the context of the presidential election to put the fight against cancer in the spotlight. The goal was to alarm the public opinion and to get as much support as possible to face the emergency of the situation. This campaign uses as many channels as possible : TV, OUtdoor, Press, Digital. The idea was to have the président of the association, a well-known cancerologist, Professor Victor Izrael run for president. Nobody expected this and his campaign shocked the opinion into asking the other candidates to take a stance on cancer and include propositions to fight the disease in their programs.
Problem	In France, figures show that a man out of 2 and a woman out of 3 will one day get cancer. 350 000 new persons are affected each year, and the numbers are on the raise. The risk is to see it turn into a catastrophe as there is less and less qualified people to take care of them. There are not enough cancerologists, not enough equipment and the system is too centered around Paris. The care is not human enough and the prevention is not developped enough.
Result	The professor has met all major candidates to the presidential election ( including current French president Nicolas Sarkozy) and is getting them to sign a promise to include his propositions in their programs. The way cancer is fought in France has been changed forever.
Media Type	Television
Other	Professeur Victor Izraël
Photographer	André Rau
Director	Jérôme Laperrousaz
Production Company	Générip prod
Agency Producer	Isabelle Baud
Art Director	Emmanuelle Kerihuel
Art Director	Thomas de Belleville
Art Director	Hakim Idriss
Art Director	Nicolas herenstein
Copywriter	Chloé Goddé
Copywriter	Chloé Bismuth-Ogier
Copywriter	Dimitri Hekimian
Copywriting	Thomas Derouault
Copywriting	Frédéric Boucaumont
Executive Creative Director	Hugues Pinguet