Created by Gray Brasil, the piece was based on research that shows that men abandon women who are undergoing treatment
Studies by the Seattle Cancer Care Alliance, Huntsman and Stanford University School of Medicine are showing that married men are six times more likely to separate from their partners when they are diagnosed with cancer. Based on this scenario, WeCancer launched a campaign that aims to raise awareness about this abandonment.
Written by Gray Brasil, the piece shows couples renewing their wedding vows with the oath “in sickness and in health”, with an emphasis on the symptoms of cancer in the part where the vows talk about illnesses.
“When we came across this alarming fact, we established a connection with such a crucial moment in a home’s life, in which people commit to being by the side of the ones they love regardless of any circumstances, including an illness as serious as cancer” , said Manir Fadel, CEO and CCO of Gray Brasil.
The campaign started on WeCancer’s social media profiles, with a focus on Instagram, through the publication of videos of three couples renewing their vows and posts inviting everyone who wants to renew their vows to participate in the movement using the hashtag #RenoveOsVotos.
The campaign is supported through the use of the hashtag by social media users and digital influencers. The promotion will continue with a film for television, podcasts, radio and news websites.
“By being present in the daily lives of so many people who are fighting the disease, we know the importance of having support during treatment. We want to raise awareness in society, especially men, about this alarming fact, to change this reality together with WeCancer”, added César Filho, founder and CEO of WeCancer.