Vogue Promo, Case study TOUCH AND SAVE by Ogilvy & Mather Lisbon

TOUCH AND SAVE
The Promo / PR Ad titled TOUCH AND SAVE was done by Ogilvy & Mather Lisbon advertising agency for Vogue in Portugal. It was released in Dec 2012.
Advertising campaign for Vogue

Vogue: TOUCH AND SAVE

Brand
Vogue
Media
Promo, Case study
Released
December 2012
Posted
December 2012
Market
Portugal
Industry
Magazines
Agency
Ogilvy & Mather Lisbon
Executive Creative Director
Joao Espirito Santo
Copywriter
Maria Pedro Figueiredo
Art Director
Elisabet Gallego

Credits & Description:

Advertiser: VOGUE
Agency: OGILVY & MATHER ADVERTISING PORTUGAL
Category: Best Use of Mobile Devices
Agency Producer: Eduardo Vale (Ogilvy & Mather Advertising Portugal)
Art Director: Elisabet Gallego (Ogilvy & Mather Advertising Portugal)
Copywriter: Maria Pedro (Ogilvy & Mather Advertising Portugal)
Executive Creative Director: João Espírito Santo (Ogilvy & Mather Advertising Portugal)
Account Director: Paulo Caixeiro (Ogilvy & Mather Advertising Portugal)

Effectiveness
In Portugal, the whole month of October 2013 was dedicated to Breast Cancer Awareness. During this period many social and media activities from different organizations took place. This ad was published in the monthly Vogue edition (November) contributing to the strength of this movement.

Strategy
1 in every 11 women is affected by breast cancer. 90% of cases are curable, if detected in time. For this to happen, self-examination is crucial.Yet, most women will not or cannot do it.Encouraging and teaching how to perform the self-exam, demonstrating how simple it is.Vogue iPad is a widely read magazine among women, and the instructions for its use are extremely simple.Therefore, we decided to replicate these instructions and create an ad explaining how to perform the simple checks.

Execution
An ad published in the iPad edition of Vogue, next to the reading instructions, with message: Checking for the signs of breast cancer is as easy as touching this magazine.