"Ma"

Breast cancer is a never-ending issue. Only in 2024 was it recorded as the fourth cause of death worldwide and the second in incidence. Talking about prevention is Roche's spearhead in the war against this terrible disease, and doing so within the framework of the celebration of Mother's Day represents one more blow in this battle.
Unfortunately, breast cancer has more in common with mothers than we think. A small observation is the strong basis of this graphic campaign. If we look carefully, in 3 of the most recognized Spanish words on this topic: breast cancer (cáncer de mama), mastectomy (mastectomía) and mammography (mamografía), we find the abbreviation that we use to refer to mothers with affection, “ma”.
We return to the art of copywriting! We created a completely typographic campaign where we highlight the abbreviation “ma” that is hidden in each of these words. Subtle, colorful to draw attention and simple. We seek to be part of the conversation in the month celebrating Mother's Day in a natural way for the brand, generating awareness on a date when we all have our mothers in our minds.