Liga contra el Cáncer

WE TURNED A TV BANNER INTO AN IMPOSSIBLE-TO-IGNORE WARNING, ENCOURAGING WOMEN TO GET CHECKED BY A SPECIALIST BEFORE IT’S TOO LATE.

Most breast cancer prevention campaigns recommend self-examination. We wanted to go further: to encourage women to seek an assessment from a specialist. To do this, we transformed one of television’s most overlooked formats into something impossible to ignore. We created ‘The Invasive Banner’, an advert that gradually grew larger during programmes on ATV and ATV+ until it revealed the message: ‘Get checked before it grows’. An intervention that turned the medium itself into a message and reached almost a million people.