Initiative in favor of Blue November
Last Sunday (5), during the program Domingo Legal, SBT do Bem started the national campaign “Break da Preveno”. The initiative seeks to raise awareness in society about the importance of prevention and early diagnosis of prostate cancer.
Presenter Celso Portiolli was chosen as spokesperson to highlight an alarming fact about the topic and the importance of carrying out preventive exams, for the sake of health and life. More recent data from the National Cancer Institute (Inca) reveal that every 38 minutes a man loses his life to this disease in Brazil.
This alarming statistic created a challenge in how to approach the issue sensitively and effectively using SBT resources to raise awareness. The response was the development of the “Prevention Break” campaign in partnership with WMcCann, which reinforces the need for early diagnosis for successful treatment and encourages men to see a urologist and undergo preventive exams to take care of their health.
The initiative will take place until November 30th and will be published in all SBT proprietary media, including TV, digital platforms and internal communication actions. A special episode will also be shown on the Silvio Santos Program on Hidden Cameras in November as part of the campaign support.
