Wunderman Thompson, a WPP agency, announces the launch of “15 seconds,” a new breast cancer awareness campaign, in time with the International Breast Cancer Awareness day, October 19. With the goal of creating awareness and educating others on the importance of an early test to diagnose breast cancer, Wunderman Thompson Argentina created an activation via 15 second stories on Instagram, promoting Globocan’s statistic that every 15 seconds, somewhere in the world, a woman is diagnosed with breast cancer. A simple but powerful idea. The agency encourages everyone to count up to 15 seconds on their own Instagram stories to spread the word about this important cause.
Wunderman Thompson Argentina invites influencers and celebrities to share an Instagram story counting up to 15 seconds to generate expectation and buzz on every media with #15seconds. At the same time, women who suffered from breast cancer will be uploading their testimonies to the@EsteeLauderArgentina Instagram account. The unveil of the campaign came by women who suffered from breast cancer featuring the same celebrities and influencers that uploaded another story unveiling the reason of the campaign.
Founded in 1992 by the late Evelyn H. Lauder with the launch of the iconic Pink Ribbon, The Breast Cancer Campaign is The Estée Lauder Companies’ largest corporate social impact program. The Breast Cancer Campaign has raised more than $89 million to support global research, education and medical services, with more than $73 million funding 293 medical research grants through the Breast Cancer Research Foundation® (BCRF).
Wunderman Thompson Argentina developed the creative idea and the coordination of the campaign together with the Estee Lauder Companies. Grupo Mass, and the multi-awarded NGO MACMA, which joined the project to amplify the educational and professional support of the campaign.
“We noticed that the most popular social media of the moment, Instagram stories, last 15 seconds. The same time that a woman is diagnosed with breast cancer somewhere around the world. With the help of our celebrities and influencers, we are extremely pleased to be shedding light on such an important issue. We sincerely hope that mammogram awareness and early detection will spread like rapidfire,” said Sebastian (Patan) Tarazaga and Dany Minaker, Chief Creative Officers, Wunderman Thompson Latam.