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.
Category
Traditional Media Relations
Annual ID
OS23_PR003G
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: 45
Gold Pencil
Credits
Agency
Grey Argentina / Buenos Aires
Art Director
Leandro Mingrone
Copywriter
Juan Carnelos
Chief Creative Officer
Alejandro Devoto
Hernán Kritzer
Creative Director
Ezequiel Irureta
Sergio Rio León
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
Related Awards
