Title | The Safest Radiotherapy |
Agency | Athos |
Campaign | The Safest Radiotherapy |
Advertiser | Voluntarias de Cáncer de Mama Bolivia |
Brand | Voluntarias de Cáncer de Mama Bolivia |
Date of First Broadcast/Publication | 2017 / 10 |
Business Sector | Hospitals, Healthcare facilities & Medical Services |
Story | The radiotherapy is the only process of treating breast cancer that has collateral effects. In Bolivia 2 out of 10 women lose their lives because of breast cancer. Radio is still the most massive medium in Bolivia, since 8 of 10 Bolivian households own a radio. That's why we did the "first radiotherapy without collateral effects", a therapy made from the radios of Bolivia providing a direct and effective breast self-test for the simple fact of dancing the song you hear. |
Philosophy | "The Safest Radiotherapy", a therapy made from the radios of Bolivia offering a direct and effective breast self-test for the simple fact of dancing the song that is listened to. To teach as much women as possible an effective breast self-test, simple, didactic and rememberable, so that the percentage of women with advanced breast cancer decreases, thus achieving fewer women having to face radiotherapy in the treatment of breast cancer. |
Problem | Radiation therapy is the only process of treating breast cancer that has collateral effects. In Bolivia 2 out of 10 women lose their lives because of breast cancer. Radio is still the most massive medium in Bolivia, since 8 of 10 Bolivian households own a radio. |
Result | In a country with only 11 million inhabitants, we reached expressive numbers with $ 0 of investment in media: more than 1 million unique visits on the campaign website www.radioterapiamassegura.com.bo, more than 750 thousand downloads of the song that teaches to do the breast self-examination, more than 1 million women impacted daily in Bolivian radios and with a profit of more than $ 500,000. The first massive campaign of breast cancer prevention in the history of Bolivia. The music of the safest radiotherapy was the most listened and the most talked about topic in Bolivian programs directed to the female audience, leaving the radio and arriving in other means such as: Facebook, TV and newspapers. |
Media Type | Radio |
Length | |
More Information | http://radioterapiamassegura.com.bo/ |
Creative Director | Fernando Fernandes |
Creative Director | Pablo Leiva |
Account Director | Chichi Bravo |
Director of Digital | Johnny Reep |
Art Director | Noé Apéstegui |
Art Director | Mauro Sanjinés |
Copywriter | Josue Nuñez |
Copywriter | Mani Cáceres |
Advertising Manager | Lucia Terrazas |
Advertising Manager | Ana Maria Coutand |
Production Company | Makina Films |
Director | Fernando Lopez |
Director of Photography (DOP) | Chicho Serna |
Executive Producer | Pedro Pablo Escobar |
Song producer | Escapa Studio |
Executive Producer | Cristóbal López |
Digital Agency | Velcro Digital |