One In Nine : Cancer Horoscope
February 10, 2010 – 1:38 pm by Bibhuti | No Comments »
“Early detection of cancer can save lives.”
The Idea
In order to raise awareness for breast cancer they initiated a cooperation
with several daily newspapers and went up with the campaign “One in Nine”.
They took the horoscope page and moved the reading for the Cancer sign
several pages back, so that the reader would discover the cancer horoscope
earlier than usual. The campaign was signed with “Early detection of cancer
can save lives. Get yourself tested”.
About “One In Nine”
“One in Nine” is a non-profit organization that is dedicated to raising public
awareness of breast cancer, and to the promotion of the topic of breast
health in Israel. Statistics indicate that one in every nine women in Israel
will be forced to cope with breast cancer during her lifetime. “One in Nine”
offers a broad range of services to women fighting breast cancer and to
their families, while simultaneously carrying out widespread activities that
help break the silence surrounding the disease.
It seems to be one of those too intelligent ad which is too easily ignored by
common people. Although this is published in newspapers, I think it has more
potential to spread virally.
Agency: McCann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
Creative Directors: Ido Ben Dor, Sigal Abudy, Meiran Pachman
Art Director: Guy Laufer
Copywriter: Ido Mymon
VP Accounts: Hagar Barzelai
Account Supervisor: Alona Dekel
Published: October 2009
Via [adsoftheworld]
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