Liga Contra El Cancer: The Safety Touch

Credits & Description:

Agency: Leo Burnett Colombia
Name of brand being promoted: Liga Contra el Cancer Bogota
Name of product being promoted: Breast Cancer Awareness
Name of company entering the work: Leo Burnett Colombia
Country of entrant company: Colombia
Agency Network: Leo Burnett Worldwide
Creative Director: Daniel Payan, Andres Meja
Art Director/Designer: Fernando Murcia
Copywriter: Juan E Henao
Designer: Andres Osario (Web Designer)
URL 1: https://vimeo.com/126387739
Other: Chief Creative Officer of Latin America: Fernando Bellotti
Concept/Cultural Reference:
Women know that checking themselves for breast cancer is critical to their health, but 95% of all women forget how and when they should perform self-exams.
We identified an opportunity to remind women to conduct breast cancer self-exams by using the one device they look at more than 180 times a day: their phones.
Working closely with professionals of breast cancer diagnostic programs we created the ‘Safety Touch App,’ a unique mobile application that reminds women how and when to check themselves for breast cancer, by changing the unlock pattern on their smartphones to one that is identical to the method of conducting a breast cancer self-exam, at an optimal time during a woman’s cycle.