Change the Story

Agency: Grey Argentina


Breast Cancer Awareness Month, the theater circuit in Buenos Aires is joining an unprecedented action alongside the Argentine League Against Cancer (LALCEC) and Grey Argentina. More than 20 shows currently on stage are either modifying their scripts, altering the storylines, or sharing a message of awareness to demonstrate that, while this disease can be a part of any story, timely check-ups can help change it.

According to LALCEC,
1 in 8 Argentine women will be diagnosed with breast cancer at some point in their lives, and it is proven that an annual mammography is the most effective method for early detection and changing the course of the story. However, for various reasons, these check-ups are often postponed indefinitely. That's why, this October, with the support of producers, directors, writers, artists, and actors from the Argentine theater, LALCEC and Grey are immersing themselves in the very narratives of these productions to spread a powerful message to audiences and, at the same time, encourage many more women to stop postponing their mammograms.

This professional campaign titled 'Change the Story' was published in Argentina in October, 2023. It was created for the brand: LALCEC, by ad agency: Grey Argentina. This Experiential medium campaign is related to the Health industry and contains 1 media asset. It was submitted 6 months ago.


Campaign Name: Change the Story

Advertiser: LALCEC

Agency: Grey Argentina

President - CCO Latam: Diego Medvedocky

Global CCO: Gabriel Schmitt

CEO: Denise Orman

CCO: Hernán Kritzer

ECD: Juan Ure and Gonzalo "Montaña" Fernández

Creative Directors: Ezequiel Irureta and Sergio Rio León

Creative Team: Matías Cony and Joaquín Belaunde

PR Director: Florencia Kessler

Business Director: Ana Bianchini

Project Manager: Ivana Benozzi

Business Trainee: Rosario Del Álamo

Head of Craft: Diego Urbano

Design Lead: Trinidad Colombo

Head of Strategy: Romina Perrone

Brand Strategist: Clara Noussan

Head of Production: Pablo Molina

Producer: Negro Ibáñez

Postproduction Coordinator: Sebastián Garri

Motion Designer: TBD

Agencia de PR: NINCH 

Presidente / CEO: Noelia Chessari 

Regional Strategy Directyor: Florencia Vaudagna 

Group PR Director: Sabrina Cordes

Account Director: Mercedes Acuña Usandizaga  

Media Agency: PHD Argentina

Content Agency: Bushi Contenidos

Production Company: The Movement by Landia.

Director: Odile Sucari

Executive Producers: Juan Manuel Cuervo / Diego Dutil

Producers: Sonia Stigliano / Denise Paini

Camara: Fernando Rodriguez / Patricio Toscano / Gerardo Azar/ Juan Cruz

Sound: Javier Jensen

Production Assistant: Tomas Garcia Azcarate

Client Representatives: Martín Fleming, Bruno Nascimbene, Catalina Saavedra, and Melanie Fischl


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