LALCEC - "Change the Story"

Grey Group Argentina

Grey Group Argentina Buenos Aires, Argentina

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This ad is part of the ACT Responsible Collection

Brand: LALCEC
Country: Argentina

Advertiser: LALCEC

Title	Change the Story
Agency	Grey Group Argentina
Campaign	Change the Story
Advertiser	LALCEC
Brand	LALCEC
Date of First Broadcast/Publication	2023 / 10
Business Sector	Disease Awareness, Support Groups & Associations
Philosophy	Breast Cancer Awareness Month, the theater circuit in Buenos Aires is joining an unprecedented action alongside the Argentine League Against Cancer (LALCEC) and Grey Argentina. More than 20 shows currently on stage are either modifying their scripts, altering the storylines, or sharing a message of awareness to demonstrate that, while this disease can be a part of any story, timely check-ups can help change it. According to LALCEC, 1 in 8 Argentine women will be diagnosed with breast cancer at some point in their lives, and it is proven that an annual mammography is the most effective method for early detection and changing the course of the story. However, for various reasons, these check-ups are often postponed indefinitely. That's why, this October, with the support of producers, directors, writers, artists, and actors from the Argentine theater, LALCEC and Grey are immersing themselves in the very narratives of these productions to spread a powerful message to audiences and, at the same time, encourage many more women to stop postponing their mammograms.
Media Type	Television
Length	59 seconds
Regional Chief Creative Officer / President	Diego Medvedocky
Global Chief Creative Officer	Gabriel Schmitt
Chief Executive Officer (CEO)	Denise Orman
Chief Creative Officer	Hernan Kritzer
Executive Creative Director	Juan Ure
Executive Creative Director	Gonzalo Fernandez
Creative Director	Ezequiel Irureta
Creative Director	Sergio Rio Leon
Creative Team	Matías Cony
Creative Team	Joaquin Belaunde
PR Director	Florencia Kessler
Business Director	Ana Bianchini
Project Manager	Ivana Benozzi
Business Trainee	Rosario Del Álamo
Head of Craft	Diego Urbano
Design Lead	Trinidad Colombo
Head of Strategy	Romina Perrone
Brand Strategist	Clara Noussan
Head of Production	Pablo Molina
Producer	Negro Ibañez
Production Coordinator	Sebastián Garri
Motion Design	TBD
PR Agency	NINCH
President / CEO	Noelia Chessari
Regional Strategy Directyor	Florencia Vaudagna
Group Project Director	Sabrina Cordes
Account Director	Mercedes Acuña Usandizaga