Rory Sutherland
Vice Chairman at Ogilvy UK at Ogilvy UK, London
London, Regno Unito
TitoloArse
Agenzia
Campagna Cancer Chancer
Cliente Manchester verse Cancer Alliance
Marca Cancer Chancer
PostedGiugno 2007
Prodotto Awareness
Settore Enti/Istituzioni/Organizzazioni no-profit
Slogan Don't be a cancer chancer
Trama The ads features a conversation between 2 illstrated characters. One is suffering a symptom of either lung or bowel cancer. The other character sharlpy tells his mate to go to the Doctors.
Filosofia A distinctive, direct talking poster and ambient campaign featuring iconic figures graphically showing symptoms and talking about the actions needed.
Problema Amongst older (45 - 70) people in poorer areas, there's a reluctance to spot a symptom of cancer and to do something about it re going to the Doctors. People either think they'll never get it, wouldn't want to know if they had it or that they couldn't be cured anyway.
Risultato 16% spontaneous recall of cancer publicity in area over past month. 36% promted recall. 69% clamined that the ads would persuade people to go the their Doctors.
Tipo di Media Stampa e stampati
Market Regno Unito
typographer
Art Director
Copywriter
Account Executive
Creative Director
Graphic Designer

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