According to the UN, while 55% of the world’s population lives in urban areas, billions of people live in remote and underdeveloped places far away from medical attention. In consequence, half the world’s population has limited access to diagnostics, especially people in remote locations where simple routine exams like mammograms are still a distant reality.
In these remote areas, many premature deaths could be avoided with just a simple test. That is why we partnered with KDOG to create Dogs Without Borders — a first-of-its-kind initiative that uses medical dogs to sniff out disease in remote areas where doctors and diagnostics are out of reach. Dogs Without Borders rescues dogs waiting to die in shelters and trains them to save people in isolated locations.
According to Scientists from the Curie Institute and Kdog, dogs are a reliable diagnostic tool. They can be more accurate than our best diagnostic machines – but way cheaper – which makes them a perfect solution for areas that lack the financial resources and infrastructure to run expensive laboratory equipment.
By just sniffing odor samples from locals, dogs can diagnose diseases before it is too late, saving human lives in consequence.
Detection is possible thanks to a bone-shaped “odor collection kit” that we created and handed to locals with all they need for the collection: visual instructions, soap, gauze and a thermal ziplock bag for the sample. The kit is designed to withstand harsh environments. After collection, the odor samples are sniffed by the dogs. The sooner they sniff them, the sooner patients can be sent for further analysis and treatment.
Since January of this year, we have been taking dogs to diagnose people living in the remotest places, case in point the Amazon forest in Brazil, the Sahara desert in Morocco, and some remote villages in Spain, where the closest hospital is often hundreds of miles away.
Cancer is just the beginning for us, we’re expanding to other diseases and countries.
This professional campaign titled 'Dogs without borders' was published in Brazil, Morocco, and Spain in April, 2023. It was created for the brands: KDOG and SFBO (Society of French-Brazilian Oncology), by ad agencies: VMLY&R HEALTH Spain, VMLY&R New York, and VMLY&R São Paulo. This Ambient, Direct, and Integrated media campaign is related to the Health and Pharmaceutical industries and contains 1 media asset. It was submitted 5 months ago by Global Head of Craft, Health: Natxo Díaz of VMLY&R.
Client: SFBO (Society of French-Brazilian Oncology)
Brand: KDOG Cancer Detect Group
Agency: VMLY&R Health Spain, VMLY&R NY,
VMLY&R Sao Paulo
Global CEO VMLY&R Health: Claire Gillis
Global CCO: Debbi Vandeven
Global Deputy CCO: Rafa Pitanguy
EMEA CCO: Jaime Mandelbaum
NA CCO: Jason Xenopoulos
Spain CCO: Natxo Díaz
EMEA Integrated Content director: Carlos Baer
ECD: Beto Rogoski
Group Creative Director: Fabio Ozorio, Joao Jackel, Guillermo Aracena
Creative Director / Head of Art: Leo Rincón
Associate Creative Director: Eduardo Domínguez, Adrián Poveda, Raúl López
Art Direction: Leo Rincón, Guillermo Aracena, Joao Jackel, Adrián Poveda, Raúl López, Luis Lemes, Nico Sierra, Guillermo Álvarez, Lucía de Pablo
Copywriting: Natxo Díaz, Fabio Ozorio, Eduardo Domínguez
Freelance Creative Director: Rodrigo Cabell
Production team: Nicole Godoy, Anderson Rocha, Barbara Sarri, Antonio Campos, Eduardo Peso, Paula Mira, Mehdi Souissi
Account: Marta Alonso, Carly Cohen
Production Company: Digital 21
Director: Rodolfo Patrocinio
Co-Production Company: La Boutique 77
Co-Director: Manolo Campos
Editor: Rodrigo Castro
Web developer: Robinson Buitrago