Title | The Postponed Day - Main case |
Agency | Grey Group Argentina |
Campaign | The Postponed Day |
Advertiser | LALCEC |
Brand | LALCEC & Unidos por el Cáncer |
Date of First Broadcast/Publication | 2022 / 10 |
Business Sector | Disease Awareness, Support Groups & Associations |
Story | What happens if this Oct 19th when all press rooms in the country call the NGO´s to talk about the International Breast Cancer Day, they all respond: I´m sorry but it´s not today, we have postponed it for tomorrow. That´s exactly what we did. LALCEC invited to convene the main 30 fighting cancer NGOs across Argentina and instead of doing each their usual campaign for the day, they joined forces to postpone the International Breast Cancer Day. |
Philosophy | Within the framework of an awareness campaign on the need to stop postponing annual breast exams, more than 30 Argentine NGOs* leaders in cancer awareness, communicated this past Oct 19th the joint decision to postpone World Breast Cancer Day, and then continue to postpone it day after day for two weeks. The action, which generated a strong impact in the media, seeks to raise awareness of the problem that implies that thousands of women postpone their annual breast check ups until they are forgotten, losing the valuable opportunity of early detection and, therefore, decreasing the expectation of overcoming the disease. Under the hashtag #NoTePostergues (#DontPostponeYourself), the campaign created by Grey Argentina historically brought together the joint action of more than 30 civil society organizations (including LALCEC and MACMA) and attempts to exponentially multiply the conversation of what is normally a single day a year of awareness with the addition of an extra day of campaign for each day postponed. In parallel and during each day of postponement, a massive national campaign of free mammograms is carried out so that this year thousands of breast check-ups are finally no longer postponed. To achieve this specific objective, the initiative obtained the support of Adecra+Cedim (the Association of Clinics, Sanatoriums and Private Hospitals of the Argentine Republic and the Chamber of Diagnosis and Outpatient Treatment Entities). Thus, a group of associated health centers from different parts of the country made available hundreds of free screenings and treatments, such as mammograms and radiant therapy, for people who do not have prepaid or social health coverage. The campaign also extends to actions on social networks with influencers and celebrities from different backgrounds sharing experiences and personal reflections on the disease and anchor in first person the imperative message of not postponing annual breast checkups. The message was also supported by the AFA (Argentina Football Association) with all the first division teams holding banners with the campaign's message and hashtag prior to each match on the last defining day of the Argentine Tournament. In the end, World Breast Cancer Day was postponed until November 1st in search of a historic 13-day awareness campaign and a record number of mammograms and breast check-ups that are no longer postponed. |
Media Type | Case Study |
Length | |
Approval Client | Martín Fleming |
Approval Client | Bruno Nascimbene |
Approval Client | María Alejandra Iglesias |
Global Chief Creative Officer | Javier Campopiano |
Regional Chief Creative Officer / President | Diego Medvedocky |
Chief Executive Officer (CEO) | Denise Orman |
Chief Creative Officer | Hernan Kritzer |
Chief Creative Officer | Alejandro Devoto |
Executive Creative Director | Juan Ure |
Executive Creative Director | Gonzalo Montaña Fernandez |
Creative Director | Ezequiel Irureta |
Creative Director | Sergio Rio Leon |
Creative Team | Juan Manuel Carnelos |
Creative Team | Leandro Mingrone |
PR Director | Florencia Kessler |
Business VP & Chief Growth Officer | Agustin Castellaños |
Project Manager | Ivana Benozzi |
Head of Craft | Diego Urbano |
Design Lead | Trinidad Colombo |
Head of Strategy | Romina Perrone |
Head of Strategy | Ana Etcheto |
Brand Strategist | Clara Noussan |
Social Media Lead | Mar Canosa |
Head of Production | Pablo Molina |
Camera and Edition | Sebastián Garri |
Editor | Diego Faur |
Motion Graphics Artist | Ezequiel Ferraro |
Production Assistant | Wanda Davenport |