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Un Cuerpo Sano

Agency Network: 
Published/Aired: 
October 2016
Revista EVA Print Ad -  Un Cuerpo Sano

Description

Print advertisement created by Avance, Honduras for Revista EVA, within the category: Media.

Caption

A healthy body is your best garment
Always protect it from Breast Cancer"

Advertising Agency: Avance WWP, Tegucigalpa, Honduras
Creative Director: Luis Chinchilla
Art Director / Copywriter: Carlos Cáceres
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Highest Rated

Hadrons's picture

Obviously you'll have to change the strategy.
Enough with nude models & tits. The target audience is WOMEN, and most women (at least I hope) aren't turned on by looking at them.

Breast cancer is a tragic, dry and clinical thing. My approach would combine procedural and emotional factors.

Procedural: All the things you as a woman can do to fight it.
Emotional: think about the loved ones that you will leave behind; who will raise your kids, who will console your husband, parents, etc.

Make me (as a woman) move out of my comfort zone - to be proactive.

There is NOTHING sexy about breast cancer, erogenous organs as they may be.

20 gets you 100 Carlos is not a woman.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

feysal's picture

nice photography and layout

feysal
Activity Score 2586
Art Director at Zilojo |

groovy baby!

Hadrons's picture

Amazing how fast our pupils dilate when we see a beautiful woman's body - BUT funny how most of the women (Inc. in Honduras) in the risk group for breast cancer are not looking anything close like this model.

So how about getting in touch with reality when facing a life threatening issue?

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

blankspace's picture

Hadrons, you made a good point, but would it appealing to you and the target if they use women like the reality? and is it ethical? (I'm saying that out of respect of every women)

blankspace
Activity Score 2
Hadrons's picture

Obviously you'll have to change the strategy.
Enough with nude models & tits. The target audience is WOMEN, and most women (at least I hope) aren't turned on by looking at them.

Breast cancer is a tragic, dry and clinical thing. My approach would combine procedural and emotional factors.

Procedural: All the things you as a woman can do to fight it.
Emotional: think about the loved ones that you will leave behind; who will raise your kids, who will console your husband, parents, etc.

Make me (as a woman) move out of my comfort zone - to be proactive.

There is NOTHING sexy about breast cancer, erogenous organs as they may be.

20 gets you 100 Carlos is not a woman.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Milan Solanki's picture

perfectly agree, in fact I have never seen a breast cancer ad without breasts

Milan Solanki
Activity Score 994
Copywriter at Spotlight Communication
Roger Keynes's picture

Here is an Australian creative strategy from the early 90's. The brainchild of great Aussie Writer John Bevins... it uncovered the story behind the Rembrandt classic - 'Bathsheba at her bath'. And to great emotional effect.

http://thebravediscussion.com/2011/10/the-story-behind-the-great-maste...

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Hadrons's picture

Thank you.
I shared your link in my LinkedIn.
Thank you again.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Roger Keynes's picture

:)

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Tom Megginson's picture
Tom Megginson
Activity Score 548
Creative Director at Acart Communications
JavierGarza's picture

Nice!

JavierGarza
Activity Score 150
Freelancer ( marketing, advertising, e-marketing, seo , sem , social media) |

http://allaboutmktg.posterous.com | http://www.twitter.com/javierge

JavierGarza's picture

Nice!

JavierGarza
Activity Score 150
Freelancer ( marketing, advertising, e-marketing, seo , sem , social media) |

http://allaboutmktg.posterous.com | http://www.twitter.com/javierge

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