Cancer Chancer - "Lump"

McCann Manchester

McCann Manchester Macclesfield, Reino Unido

3501

Título	Lump
Agencia	McCann Manchester
Campaña	Cancer Chancer
Anunciante	Manchester verse Cancer Alliance
Marca	Cancer Chancer
Posted	Junio 2007
Producto	Awareness
Sector Empresarial	Instituciones/Organizaciones no gubernamentales
Lema	Don't be a cancer chancer
Sinopsis	The ads features a conversation between 2 illstrated characters. One is suffering a symptom of either lung or bowel cancer. The other character sharlpy tells his mate to go to the Doctors.
Filosofía	A distinctive, direct talking poster and ambient campaign featuring iconic figures graphically showing symptoms and talking about the actions needed.
Problema	Amongst older (45 - 70) people in poorer areas, there's a reluctance to spot a symptom of cancer and to do something about it re going to the Doctors. People either think they'll never get it, wouldn't want to know if they had it or that they couldn't be cured anyway.
Resultado	16% spontaneous recall of cancer publicity in area over past month. 36% promted recall. 69% clamined that the ads would persuade people to go the their Doctors.
Medio	Prensa y publicaciones
Mercado	Reino Unido
typographer	Jamie Axford
Director artístico	James Colton
Responsable de conceptos / redactor	Dave Eyre
Ejecutivo de cuentas	Katherine Mainprize
Director creativo	Dave Price
Diseñador gráfico	Rory Sutherland