According to the World Health Organization (WHO) the number of cancer cases on the Americas will increase to 6 million in the next 15 years. However, the early detection and appropriate treatment makes it a high cure disease.
For this reason, and with the intention of reducing this figure, VMLY&R COMMERCE | Geometry Colombia and Clínica del Country, an entity with more than 60 years of experience in the health area, are working to change the idea people have of a disease that, for years, has been understood as “evil”. This is the origin of Understanding Cancer Saves Lives -Entender el cáncer salva vidas-, a campaign that invites us to see this pathology from another point of view, one in which personal empowerment, family unity and empathy take centre stage.
The initiative, which was launched on World Cancer Day -4th of February-, is still in development; one of its objectives is to raise awareness of the importance of knowing the symptoms and attending regular medical check-ups, preventing this disease through education; thus, opening the discussion on the way people understand cancer in order to include the word -life- among its synonyms.
Credits
Client: Clínica del Country
Agency: VMLY&R COMMERCE ∣ Geometry Colombia
Creative Team: Brayan Villaveces, Andrés Gutiérrez, Oscar Cortes, Xiomara Rodríguez, Claudia Monsalve, Carolina Diaz, Paula Vargas
Executive Team: Andrea Wilches, Laura Pacific
Strategic Planning Analyst: Camilo Tovar
Media Manager: Sofia Sarralde
Audiovisual Producer: Felipe Patiño
Music Studio: SoundLab
General Account Director: Sandra Mejía
General Creative Director: Eduardo Romero
Chief Creative Officer: Edwin Pineda
Chief Strategy Officer: Sebastián Gutiérrez
Chief Executive Officer: Camilo Afanador