The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Health & Wellness

The Postponed Day

Agency Grey Argentina / Buenos Aires

Client LALCEC

Category

Direct Marketing

Annual ID

OS23_HW056M

About the Work

The project's intended purpose ​

To get thousands of Argentine women to stop postponing their annual breast check-ups in order to save lives on time through early detection. ​Raise awareness about the importance of cancer detection as thousands of breast cancer cases are diagnosed each day all over the world and just one day of awareness in the World Cancer Day is not enough.​

The importance of the placement of the work ​

PR and social media were the foundational piece of the idea. There was no better way to reflect the postponement of women’s controls than postponing the campaign that all media around the world expects to happen every October 19th. Under the hashtag #Don’tPosponeYourself, we managed to get the campaign amplified in +50 media, at the same time that we encouraged each woman to stop putting off her health and get her annual mammogram done. ​

​Cultural background needed to understand the work ​

When it comes to women’s health and early detection in Argentina, data spoke for itself: 4 out of 10 women at risk age did not get their annual mammograms and 2 out of 10 never had them done. The main reason behind? Lack of time. Work obligations and care tasks ended up making women their last priority in order to ensure the well-being of all except their own.​

Business Results​

Our goal: getting thousands of Argentine women to stop postponing their annual breast check-ups in order to save lives on time through early detection: 4 out of 10 at risk age did not get their annual mammograms and 2 out of 10 never had them done.​

KPI: Awareness of the issue and Conversion throughout the increasement of mammograms done. ​

The results: ​

Total reach of 40,678,846 (organic, PR and influencers)​

+200% reach in mass media (32,237,328) vs.2021​

+230% VAP ($6,137,520) vs.2021 ​

+275% mammograms (1500) vs. 2021​

+6M reach on social media vs. 2021 ​

Reputation & PR​

Thanks to the amplification obtained by the campaign under the hashtag #Don’tPostponeYourself, we managed to talk about the disease in +50 communication media, while encouraging each woman to stop putting off their health and get the annual mammogram done.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Grey Argentina / Buenos Aires

Art Director

Leandro Mingrone

Copywriter

Juan Carnelos

Chief Creative Officer

Alejandro Devoto
Hernán Kritzer

Designer

Trinidad Colombo

Executive Creative Director

Gonzalo Fernandez
Juan Ure

Producer

Pablo Molina

Strategist

Clara Noussan

Project Manager

Ivana Benozzi

CEO

Denise Orman

HEAD OF ART

Diego Urbano

Head of strategy

Ana Etcheto
Romina Perrone

PR Director

Florencia Kessler

President & CCO Grey Latam

Diego Medvedocky

Social Media Lead

Mar Canosa

VP Client Services

Agustín Castellanos

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