It is tradition for people in the Callao district to paint murals honoring their late relatives, many of them victims of Cancer. This mostly due to the fact that the little information they manage to receive regarding this disease is ultimately ignored. As a consequence, being the main cause of death in Peru, having more than 66 thousand cases detected to date, representing 31% of victims of this disease. “La Liga contra el Cancer”, an organization which goal is to raise awareness on the subject, noted that the best way of reaching this goal was to use communication channels that locals would understand and not overlook. Thus began the campaign to create Cancer awareness murals across the district, made by a well-known local artist (El Salsa). We visited the families of people struck by Cancer and created the murals portraying their diseased relatives with useful information regarding where and how to perform preventive tests. The message then was clear. If the disease is treated on time it is possible to beat it.
Ambient advertisement created by MullenLowe, Peru for Liga Contra el Cancer, within the categories: Health, Public Interest, NGO.
Creative Director: Jorge Bryson
Account Director: Estafania Chumpitaz
Copywriter: Piero Alvarez, Jorge Bryson
Art Director: Miguel Cruz
Digital Director: Natalia Rodriguez
Director: Giacomo Cochella
Executive Producer: Alonso Alfaro
Director Of Photography: Renzo Rivas
Sound Production: Barba Roja