The initiative is part of the Bora Falar de Cancer campaign, which proposes attention to breast cancer
An action designed for the pharmaceutical company Pfizer by the Ogilvy Brasil agency warns about the importance of raising awareness about the most challenging tumors of today throughout the year. The initiative proposes year-round attention to breast cancer and other challenging tumors.
Let’s Talk About Cancer It is an initiative of Calendrio Pela Vida and lights up the monument to Christ the Redeemer in pink months before October, the period most traditionally associated with dialogue on breast cancer.
This should be an ongoing agenda that invites people to think, every day, about what can be done to improve this scenario: be it updating exams, eliminating risk factors, welcoming a patient or spreading reliable information that will help us strengthen us as a society, says Cristiane Santos Blanch, Director of Communication and Corporate Affairs at Pfizer Brasil.
In addition to the activation at Christ the Redeemer, a series of posts with educational content and real stories about coping with the disease are part of the initiative. The project also has a podcast in partnership with the newspaper O Estado de S. Paulo, with five episodes.
It is very gratifying for Ogilvy, who works in communications, and for Pfizer to see how cancer awareness campaigns related to colors and months have sunk into popular culture. But whoever has the disease needs to live with it every day, hence the importance of constantly talking about the topic. And starting all of this with Christ the Redeemer lit up in pink, highlighting a disease as important as breast cancer, is a much-needed wake-up call. With this action, we will be able to remember and stimulate this conversation every month, so #Let’sFalarDeCancer”, says Paulo Salles, Creative Director at Ogilvy Brasil.
