In its biggest campaign of the year, ACCamargo Cancer Center highlights the importance of combining human care with scientific excellence in cancer treatment. The initiative emphasizes solidarity, attention and empathy with patients, while offering the most advanced technologies and medical practices. Created by the Fbiz agency, the communication campaign with the concept “You at the center, science by your side” repositions the brand as the biggest reference for Cancer Centers in Brazil, with complete support throughout the entire patient journey, from the beginning to the end.
“The main piece of the campaign is an emotional film, which shows the beginning and end of one of the phases of the oncology journey, chemotherapy. The film is beautiful and brings all the differences that only a Cancer Center can offer”, says Thaís Arruda, Senior Marketing Manager of the institution.
In the campaign, ACCamargo Cancer Center also seeks to break taboos on the topic and highlight the importance of early diagnosis and prevention, approaching the subject in a close, sensitive and human way – creative characteristics that are in line with Fbiz’s concept of “cutting through the tall grass”. This is a pioneering, innovative and digitally native culture present in the agency’s work throughout its history in Brazilian advertising.
“Addressing cancer in an open and honest manner, breaking taboos surrounding the topic, is essential to promote awareness and early diagnosis. With this campaign, we propose an innovative way to communicate the patient’s journey and show ACCamargo Cancer Center as a partner that combines cutting-edge technology and advanced treatments with human and welcoming care. Our goal is to inspire people to see ACCamargo as a reliable reference that supports patients at every stage, from the beginning to the beginning again”, comments Carla Cancellara, VP of Creation at Fbiz.
It is worth mentioning that the commercial stars Georgette Fadel, an actress making her TV debut. Well-known in the theater world, she identified with the way the topic is addressed in the campaign, due to her personal experience with family members who have gone through the oncology journey. “Representing women who are going through a path full of learning and fighting for their own health is a great honor. I have witnessed the transformation, mostly positive, that happens in relationships when there is support for dignified and cutting-edge treatment in my family. Hope fuels the days and this energy is gold. I am happy to be able to contribute in some way to demystifying cancer and its treatments, which have already saved millions of lives. It is great to help with my work in spreading the word about the possibility of a cure,” says actress Georgette Fadel.
Produced by Surreal Films Arts, with scene direction by Lu Villaça, the film ends with the following voiceover: “We are with you from the beginning to the beginning again. ACCamargo Cancer Center. You at the center, science by your side.”
In addition to the film, the campaign includes display media sets and a sponsorship campaign on the “Saúde em Foco” program, presented by Luis Fernando Correa on CBN, as well as insertions throughout the radio’s programming.
There will also be a special campaign on the brand’s Instagram (@accamargocancercenter), symbolizing the milestone of a new beginning and created based on the following reality: every day, in different places around the world, and at the ACCamargo Cancer Center, someone rings the bell after the last chemotherapy session. A sound that inspires the celebration of a new cycle of life.
