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Aldo Quevedo
Aldo Quevedo
Principal / Creative Director at Richards/Lerma
Dallas/Fort Worth Area, United States
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TitleStop the world cuo for our heart - twitter
Agency
Campaign Cancel The World Cup
Advertiser Fundación Cardiológica Argentina
Brand Fundación Cardiológica Argentina
Date of First Broadcast/Publication 2022 / 9
Business Sector Public Safety, Health & Hygiene
Story It is important to raise awareness among the population in Argentina about how to recognize the symptoms of heart attacks to prevent them mostly during the period of the World Cup.

#CancelenElMundial started with a single tweet from one of the leading sports analysts in Argentina, Nicolás Cayetano, to his +280,000 followers.
He suggested canceling the World Cup to prevent heart attacks.
Argentina is the country that gave Maradona and Messi to the world, so the response from celebrities, personalities, and the common folk was overwhelmingly heated. Everyone wondered if Cayetano had gone crazy, and they were not shy about letting him know.
Philosophy Using social listening and a proprietary algorithm, our team gathered real-time data from users to visualize the “heartbeat” of the country during every game. As a result, we generated up-to-the-minute ECGs reflecting the heart health of Argentina EVERY match.
Doctors from the FCA reviewed the ECG and diagnosed the country with tachycardia after the loss against Saudi Arabia and again in the championship game against France.

An increase of 156% in Google searches for the term “heart attack” compared to the 2018 World Cup Final.
+45MM organic impressions without spending one dollar on media.
16% more scheduled visits for heart-health screenings one month after the World Cup compared to four years ago.
Doctors from the FCA were invited to TV, and radio shows to discuss the campaign and share preventive measures to avoid losing Argentinean hearts to cardiac diseases.
30% fewer heart attacks were registered during Qatar 2022 compared to 2018.
Media Type Case Study
Market Argentina
Creative Chairman
Data Analyst
Chief Creative Officer
Brand Director
Chief Digital Officer
Executive Producer
Creative Director
Copywriter
Art Director
Technologist
Lead Developer
Executive Producer

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