Gollo: Cancer Uncensored

Credits & Description:

Nomination: Media
Category: Sectors: Public Health & Safety
Award: Bronze Lion
Title: Cancer Uncensored
Agency: Mccann San Jose
Brand: Gollo
Country: Costa Rica
Advertising Agency: Mccann San Jose
Entrant Company: Mccann San Jose
Media Agency: Mccann San Jose
Pr Agency: Mccann San Jose
Production Company: Mccann San Jose
Additional Company: Mccann San Jose
Cd: Huelander Escalante (Mccann San José)
Creative: Kevin Brenes (Mccann San José)
Cco: Brian Maynard (Mccann San José)
Outcome:
-1.500.000 people, in a country of only 4.500.000 people, saw the tutorial video, (via traditional media).-#CancerSinCensura (#UncensoredCancer) became trending topic on Twitter. -Costa Rica’s first lady endorsed the initiative, making the problem part of the political agenda. -The appointment in public hospitals for early detection of breast cancer increased 15% compared with the previous month of the launch of the video.-The traffic in the stores grew 11% (comparing with previous month: September 2015).
Synopsis:
Costa Rica has, unfortunately, the second place in the region in breast cancer; this is a major health issue that most of the women are not aware (for them, close their eyes and ignore the possibility to have breast cancer is better than dealing with it). To make it worse they are not aware of how to auto evaluate and prevent it. Gollo, Costa Rica retail leader, decided to educate and raise awareness, after all, 75% of its clients are woman. The objective was to create a meaningful message able to reach at least 10% of the population, to help raise the appointments in public hospitals for early detection of breast cancer.
Campaign Description:
Undress the reality of breast cancer by undressing women on various media.
Execution:
On October 1st we launched the video in Canal 7, the most important TV channel of Costa Rica, during the halftime of the Costa Rica vs. USA soccer game (prime time), reaching to more than 1.500.000 Costa Rican (in a country of 1.400.000 people). Due to the pressing of the censorship office the channel immediately censored the video. On October 2nd we posted the video on Facebook, after a great response of thousands of people, the video was finally censored. On October 4th we uploaded to YouTube, being censored the next day. From October 6th to October 31st we screened the video in 13.000 TV screens of our 133 stores all over the country, 8 hours a day.
Strategy:
It was a cross channel strategy for October, the breast cancer month. We created a tutorial video showing a naked woman doing a self-breast exam, with the intention of being censored in various media. We generated an intentional journey of censorship for our video: TV, Facebook and YouTube. Each time the video was censored in a medium, the indignation and the anger of the people, grew, transforming our content in a cultural discussion. Unable to be shown in the any media in the country, the video was finally released in the only media that no censorship office could touch: the screens of our 133 stores across the country.