Grand LIA   |   Winners   |   Finalists

Public Service/Social Welfare

Silver Winner

Entrant: Leo Burnett Colombiana, Bogotá
League Against Cancer Bogotá
  • Corporate Name of Client:
    League Against Cancer Bogotá
  • Client Account Director:
    Alicia Guillén
  • Agency Account Director:
    Natalia Valencia
  • Agency:
    Leo Burnett Colombiana , Bogotá
  • Global Chief Creative Officer:
    Mark Tutssel
  • Chief Creative Officers:
    Mauricio Sarmiento
    Fernando Hernández
  • Creative Directors:
    Alexis Ospina
    Carlos Oviedo
    Rafael Reina
  • Copywriters:
    Andrés Salamanca
    Alexis Ospina
  • Art Directors:
    Andrés López
    Rafael Reina
    Julián Vélez
  • Agency Producer:
    In house Leo Burnett
  • Agency Music Producer:
    Fabio Luque
  • Programmer:
    Maicol Vera
  • Community Managers:
    Alejandra Melo
    Camilo Mendivelso
    Camilo Torres
    César Peralta
    Carlos Leguizamón
    Carlos Oviedo
    Andrés Salamanca
  • Description of the Project:
  • Cancer is a silent disease: every year millions of people die for ignoring its symptoms. That's why we had to create a low budget action that made people feel what ´s like to have cancer and how easy it is to ignore it.
    We created Cancertweets, an action to make people experiment, in a personalized way, the silent manner in which cancer acts and how easy it can develop to a final stage without being aware of it.
    The complete campaign took place on twitter, which allowed us to reach thousands of people at zero cost. In adition the twitter platform allowed us to be certain that the message would reach the people we wanted, and thanks to them the message spread out all over the world.
    League Against Cancer is an organization with limited funds for advertising prevention campaigns However, in order to save more lives, they need people to know how to prevent cancer before it reaches final stage.
    That ´s why Cancertweets was so important to them. It wasn ´t just a campaign talking about cancer, it actually made every person feel what it was like to have cancer and how easy it was to ignore it. But it wasn ´t just that. Best of all, League Against Cancer had a successful campaing, full of free press, without spending a dime.
    Campaign Data:
    - 4 months in action on Twitter, a free social network.
    - More than 20 million of impacts on Twitter.
    - After this action, League Against Cancer Twitter account increased their followers up to 900%.
    - Sales cost per response: US$ 0.
    - During the action, we got thousands of free RTS from famous people.
    - Twice Trendtopic in Colombia with #cancervirtual.
    - 12 different countries talked about cancertweets on different media.
    - Free press in radio stations, tv shows and more than 70 digital newspapers, included la BBC of London.
    - As in real life, 99% of users detected the virtual cancer on their critical stage.