If you were a teenager in the 90s and 2000s, run here to applaud the genius of this campaign! A Dasathe largest integrated healthcare network in Brazil, is launching its campaign for Pink October 2023 with a touch of nostalgia, uniting two icons that have marked generations: the Magazine Whim and the singer Sandywho celebrated her 40th birthday in January this year, the recommended age for starting annual mammography exams, according to the Brazilian Society of Mastology.
Created by the agency DM9, the campaign aims to generate awareness and encourage visibility of the benefits of mammography, a vital tool for the early detection of breast cancer. Known for her iconic covers on Revista Capricho, Sandy now takes on the role of protagonist of the warning message, aimed especially at women of her age group, who were previously impacted by other headlines about the singer’s intimacy.
Dasa has a unique business model in the healthcare sector in Brazil, offering predictive, preventive and personalized medicine, which uses technology to take care of health, and not just treat disease. The campaign strategy is directly connected to business objectives, giving strength and consistency to quality information and generating a positive impact on people’s health. Therefore, we chose the icon of a generation that needs to start its care routine and has the power to disseminate the importance of preventive exams, says Daniela de Paula, Marketing Director at Dasa.
And the campaign is not just a nostalgic cover to attract female attention: the Magazine was truly recreated, with 32 pages of content focused on women’s health, the way Capricho knows how to do it like no one else, and an exclusive interview with the singer, who shares insights unprecedented about its relationship with health, and emphatically encourages women to undergo routine exams. The special edition will have 15 thousand copies distributed among Sandy’s fan clubs, influencers, journalists, laboratories and hospitals in the Dasa network. Furthermore, it is possible to do the downloadno Dasa site!
Turning 40 is a milestone in a woman’s life. when we periodically undergo mammograms and other diagnostic tests. Therefore, we invited Sandy, who just turned 40, to return to the covers of Capricho, in a special edition of the magazine with an editorial aimed at the public. It’s a way of combining entertainment and knowledge in Dasa’s Pink October, says Laura Esteves, VP of Creation at DM9.
The campaign’s digital strategy includes the publication of exclusive content on Sandy’s social networks and also that of the presenter Ana Paula Padrowhich resumes its partnership with Alta Diagnósticos, a brand premium from Dasa. The journalist’s participation lends credibility and reach to the initiative, expanding the strategy’s target audience.
O Pink October It is an international awareness movement to combat breast cancer, created in the early 1990s. Its objective is to share information and promote knowledge, contributing to the reduction of mortality caused by the disease. Early diagnosis increases the chances of a cure by up to 95%, making mammography a crucial tool in the fight against breast cancer, one of the main causes of death among Brazilian women.
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