
Oggi 4 febbraio si celebra la Giornata mondiale per la lotta contro il cancro. È l’iniziativa internazionale attraverso la quale UICC-Union for International Cancer Control promuove il progresso della ricerca scientifica per ridurre la portata di questa pandemia globale. La data fu scelta perché nel febbraio 2000 si tenne a Parigi il primo Vertice mondiale contro il cancro.
Il sito ufficiale dell’evento è worldcancerday.org e gli hashtag della giornata sono #WorldCancerDay e #NotBeyondUs per la campagna del 2015.
Anche la Comunicazione Sociale è spesso attiva nella lotta contro il cancro con campagne di sensibilizzazione, il cui tono è spesso difficile da trattare.
Di seguito una selezione di campagne internazionali, alcune delicate, alcune più forti.
Partnership Advertising: World No Tobacco Day
Throat cancer will leave you speechless. Quit smoking.
Advertising Agency: The Classic Partnership Advertising, Riyadh, Saudi Arabia
Creative Director / Copywriter: Darryl Koch
Senior Art Director: Justus Luke
Published: 2008
The Roy Castle Lung Cancer Foundation, Passive Smoking
The Roy Castle Lung Cancer Foundation – passivesmokingkills.org
Advertising Agency: CHI and Partners, UK
Executive Creative Director: Ewan Paterson
Creative Director: Nigel Roberts
Creative: Wayne Robinson
Copywriter / Art Director: Simon Hipwell
Copywriter: Richard Foster
Typographer: Dan Beckett
Photographer: Paul Murphy
Retouchers: Tag
ANT: Mona Lisa
Advertising Agency: Diaframma, Florence, Italy
Creative Director: Stefano Ginestroni
Art Director: Lorenzo Guagni
Copywriter: Lisa Cecconi
Illustrators: Martin & Rainone
Published: 2013
SOLCA (A society against cancer)
Advertising Agency: Norlop JWT, Guayaquil, Ecuador
Creative Director: Andrés Arrata
Art Director: José Luis Vélez
Copywriter: Dario Castro
Photographer: Wilson López
Published: 2007
Colorectal Cancer Association of Canada: Get your butt seen
getyourbuttseen.ca
Advertising Agency: Ogilvy Montréal, Montréal, Canada
Creative Directors: Martin Gosselin, Normand Miron
Art directors: Bernardo Andrada, Diane Gosselin
Copywriters: Luc Dupéré, Gavin Drummond
Client Services: Marie-Noëlle Rosso
Media: David Tremblay, Danuta Boehler
Technical Director: Valentin Backofen
Programming: QuatreCentQuatre, Valentin Backofen
Eletronic production: Miryam Champagne (agency), Luc Harvey, Christian Laramée (Halogen Filmshop)
TV Director: Ludovic Spénard
Sound: Audio Z
Print production: studio 333
Published: 2010
Pharma Nostra
Advertising Agency: Tag Comunicação, Campinas/SP, Brazil
Creative Director: José Roberto Pianoski
Art Directors: Thiago Victor, Felipe Luck
Copywriter: Demetrius Rocha
Published: 2011
Lung Cancer Alliance
Deserve to die – NoOneDeservesToDie.org
Advertising Agency: Laughlin Constable, Chicago, USA
Fifth Third
Swipe Out Cancer. Now every purchase has a purpose: helping fund breakthrough cancer research.
Advertising Agency: Leo Burnett, Chicago, USA
Creative Directors: Jon Wyville, Dave Loew
Art Director: Doug Burnett
Copywriters: Jake Bogoch, Kent Carmichael
Illustrator: Simon Alander
Photographer: Jeff Sciortino
Published: 2014
Don’t you care?!: Cancer
A new social campaign dedicated to dangers of smoking as a part of the project “Don’t you care?!”. The main goal of this campaign is to recall about unavoidable health problems that are awaiting tobacco lovers. Myocardial infarction, impotence and lung cancer are just a part of diseases’ list which every smoker can face because of his addiction. Each print contains QR-code leading to Foursquare online-page, where users can check-in at 10 nearest “No Smoking” places in Moscow. This check-in expresses intention to be free of tobacco and then the user can share his decision with friends and associates. According to Russian Ministry of Health, there are 44 million people who suffer from nicotine addiction in Russia. Smoking kills 400 thousand Russians every year.
Advertising Agency: BBDO, Moscow, Russia
Art Director: Alexey Starodubov
Client Services Director: Katherina Guvakova
Account executive: Ksenia Rubtsova
Project Manager: Konstantin Usatov
Senior designer: Timophei Ilyen
Betype Against Cancer
Some weeks ago Byron’s mom was diagnosted with Uterine Cancer in stage 3, so he made an Indiegogo campaign to help her with her treatment.
Creative: Byron Galán
El Salvador