LALCEC: Saving Hands

Credits & Description:

Agency: J. Walter Thompson Argentina
Brand: Lalcec
Country: Argentina
Advertising Agency: J. Walter Thompson Argentina, Buenos Aires
Entrant Company: J. Walter Thompson Argentina, Buenos Aires
Media Agency: J. Walter Thompson Argentina, Buenos Aires
Pr Agency: J. Walter Thompson Argentina, Buenos Aires
Production Company: J. Walter Thompson Argentina, Buenos Aires
Additional Company: Swing Musica, Buenos Aires
Agency Producer: Alexia Olmo (Jwt Buenos Aires)
Editor: Fabricio Dalessandro (-)
Sign Language Interpreter: Valeria Frick (-)
Account Manager: Ariel Traverso (Jwt Buenos Aires)
Editor: Ricardo Levaggi (-)
Creative Director: Yago Fandiño (Jwt Buenos Aires)
Executive Creative Director: Anita Rios (Jwt Buenos Aires)
Chief Agency Producer: Cosme Argerich (Jwt Buenos Aires)
Account Executive: Romina Mele (Jwt Buenos Aires)
Creative Director: Mathias Harbek (Jwt Buenos Aires)
Advertiser Supervisor: Paula Fridman (Lalcec)
Executive Creative Director: Sebastián Castañeda (Jwt Buenos Aires)
Art Director: Adrián Gambaretto (Jwt Buenos Aires)
Advertiser Supervisor: Diego Paonessa (Lalcec)
Copywriter: Nicolás Iampolsky (Jwt Buenos Aires)
Strategy:
Target audience: Women ABC1, C
C3. 20 – 65 years old.Activation took place on different shows in the afternoon, the time frame when women are home alone.
Outcome:
Thanks to this action, LALCEC´s website multiplied its visits. We reached a historic record number of visits over the next four weeks. All this repercussion was achieved with a $0 investment in production.We reached millions using an existing format in an unprecedented way.We spent $0 in production. The case had great repercussion among media and people, making the message massive. Thanks to actions like these, we drastically keep reducing the death rate due to breast cancer.
Campaign Description:
Argentine television has sign language for the deaf-mute. During many passages of a show there's no talking, so the interpreters stand still without moving their hands. At that time, our interpreters did a self-examination to encourage TV viewers, also showing how simple it is. Billboards with information about breast cancer accompanied the action.
Synopsis:
We had a very small budget to massively inform that one of the best ways to prevent breast cancer is by doing a simple self-examination.The brief consisted on taking action to create consciousness about breast cancer and how easy it is to prevent it, with a very low budget.To encourage women to do this simple self-examination in those moments when they can do it.
Execution:
Thanks to a previous agreement with the channel authorities, during live shows, on every silence, our interpreters did a self-examination. Then they moved along with their routine.