Media: TV
Category: Charities & appeals
Client: MACMA
Product: Awareness
Agency: DAVID
VP, Executive Creative Directors: Joaquin Cubría / Ignacio Ferioli
Creative Directors: Nicolás Vara / Ignacio Flotta
Copywriter: Martín Heildelberg
Art Director: Nicolás Rudy
Managing Director: Emanuel Abeijón
Account Supervisor: Florencia Scrimaglia
Head of production: Florencia Albizzati
Production Company: LANDIA
Director: 1985
Executive Producer: Adrian D´Amario
Producer: Alejandro Panzitta
Director of Photography: Juan Maglione
Post Coordinator: Julian Lopez Coppola
Sound: Nica
Post Production: DA8
Music: Cluster Music
Client Responsible: Marta Mattiussi
Alternative title: Mama´s new campaign
Published: April 2018
Synopsis:
The new spot highlights how in the same time it takes to check our social media channels, we can perform a simple and painless self-check on our breasts. Approximately 1 in 8 American women will develop breast cancer in their lifetime, but if detected early, it can be cured with treatment. “What’s on Your Mind” helps work around social media’s sensitivity to nudity while still shining the spotlight on an important fact. MACMA and DAVID did a similar campaign to highlight social media’s censorship to nudity in their viral #ManBoobsforBoobs campaign back in 2016 if you want to check that out.
After the successful campaigns of 2016 and 2017, the Breast Cancer Awareness Movement (MACMA) presents a new initiative in the hands of DAVID. This is "What's on your mind?" A video that doesn't worry about what social networks know about you, but for what they don't know.
At the same time, it warns about the importance of preventing a disease that affects around 20,000 women each year in our country *.
#EarlyDetection