In addition to accurate diagnosis and access to appropriate treatment, combating cancer also includes obtaining reliable and proven information on the effectiveness of treatment. In a scenario of growing misinformation, the Vencer o Cncer Institute aims to guide people about risk factors, prevention, diagnosis and effective treatments against the disease.
A Ogilvy Brasil is responsible for expanding the dissemination of the institution’s messages, and this time, through a campaign that was launched on April 1st on the brand’s social networks and on OHH media, the agency in partnership with the client launched the pieces ‘#CNCERTRUENEWS – Against cancer, leave no room for misinformation.’
The launch date (April Fools’ Day) was chosen precisely to counteract the dissemination of false information and news that circulates on the internet throughout the year and poses a danger to patients.
The campaign highlights fundamental messages such as: Not every story will help you prevent cancer; One live is not enough to take care of your health, a prescription cannot replace your treatment”, but seeking the correct information is. The aim is to promote information to the population about the risks of consuming content that promises prevention against the disease, in addition to defending rights and building effective public policies for cancer patients.
With this initiative, we reinforce the importance of quality information in any patient’s journey. Our DNA is communication with medical rigor that is accessible to everyone. The campaign reiterates what we have been doing for 10 years and we will continue to practice tirelessly, says the institutional director of the Instituto Vencer o Cncer, Ana Maria Drummond.
The creation of this campaign came from a recent study by the Journal of the National Cancer Institute that highlighted a worrying fact: 89% of patients diagnosed, or who think they have cancer, access the internet to look for more information about their disease. In this perception, the Institute understood the need for an alert and Ogilvy responded with this campaign.
Information today is one of the greatest tools we have to help us prevent or combat a disease. Therefore, what we are looking for in this campaign is to show that not every post, stories, reels, whatever the format, has the necessary information to help the population in the fight against cancer. And this is one of the greatest products of the Vencer o Cncer Institute, true and quality information. Always based on science and with the real people responsible and experts behind it, the doctors. That’s why we created the motto, against cancer, leaving no room for misinformation”, comments Paulo Salles, Creative Director at the agency.
Incorrect information about cancer on social media that is worrying
According to the Journal of the National Cancer Institute, at the University of Oxford, 1/3 of the most popular posts about cancer treatment on social media contain incorrect data. Wrong and even false information can harm patients’ treatment, quality of life and chances of survival.
Thus, the campaign ‘#CNCERTRUENEWS – Against cancer, leave no room for misinformation’ carries extreme importance and responsibility for combating false news surrounding the disease.
TECHNICAL SHEET
Agency: Ogilvy Brasil
Client: Instituto Vencer o Cncer
Title: Institutional Campaign 2024
Product: Cancer True News
CCO: Sergio Mugnaini and Rafa Donato
Creative Director: Paulo Salles Dan Dualiby and Tarik Frank
Art director: Guilherme Pinho, Luiz Henrique and Fabio Melo
Editor:Wagner Montanher, Pedro Alonso and Alexandra Silveira
Head of Clients: Denise Caruso
Service: Renata Flores and Ana de Assis
Head of Media: Vanessa Giannotti
General Media Director: Thiago Ferraz
Media: Mylena Perdomo, Thomas Sakae, Wagner Lima
Production Director: Fabola Thomal
Producer: Helio Ranieri
PR: Raphaela Brito
Client approval: Ana Maria Drummond and Miriam Lefevre Lewensztajn
PRODUCERS – COMPLETE FT:
(yellow highlights for disclosure)
Image:
PRODUCER: Sweet Filmes
SCENE DIRECTOR: Hel Oliveira
1 ASSISTANT DIRECTOR: Jessica Cristina Pereira
PHOTOGRAPHY DIRECTOR: Vinicius Penaran Piran
DE CMERA ASSISTANT 01: Rebeca Capece Camera
CAMERA ASSISTANT 01: Guilherme Carrara
LOGGER / VIDEO ASSIST: Bruna Yamatogue
FOTOGRAFIA: Kym Kobayashi
EXECUTIVE PRODUCTION: Brunno Papa, Francisco Tufano and Marcelo Campana
EXECUTIVE PRODUCTION ASSISTANCE: Julia Gonalves
HEAD OF SALES/ SERVICE: Brunno Papa
LINE PRODUCER:
COORDINATION ASSISTANT:
PRODUCTION DIRECTOR: Brbara Gonalves
PRODUCTION ASSISTANCE: Fernando Guerra
CASTING PRODUCER: Cris Saito
LOCATION PRODUCER: Alessandrus E. Calixto de Carvalho
ART DIRECTOR: Giovanna Liel
ART ASSISTANT: Rui Batista de Souza
ART PRODUCTION: Giovanna Liel
OBJECT PRODUCTION: Giovanna Liel
COSTUME: Andrea Cristina Feitosa da Silva
MAKE / HAIR: Mnica Barboza da Cunha
MANICURE: Mnica Barboza da Cunha
IMAGE CONSULTANT:
PS-PRODUO: Sweet Filmes
EXECUTIVE PRODUCTION: Brunno Papa, Francisco Tufano and Marcelo Campana
PS COORDINATOR: Vic Deineno
EDITOR: Gabriel Green
MOTION: Gabriel Green
FINISHER: Gabriel Green
COLOR: Camila Umaki
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Audio producer: S de Samba
Service: Tatiana Ornellas
Musical Director: Diego Guimaraes
Trail: S de Samba
Sound Design/Finalization: Antonio Arruda and Raphael Manicni
Announcer: Diego Guimares
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