Agency Network: 
Published/Aired: 
May 2021

Description

The moves that gamers use to save many lives in video games can now help them take care of the most important one.

On the gamer's day, the Colombian League Against Cancer launched its new campaign, Joystick Test. An initiative for the new generations to acquire the habit of self-examination every month because they are also vulnerable to testicular cancer and breast cancer.

It was an idea to unite different gamers in the country to teach their followers the necessary moves to take care of their lives.

Together with all these gamers, more than 500 plays of the most famous video games such as FIFA 21, Call Of Duty, Fortnite, Mortal Kombat, among others, were analyzed the moves that match precisely with the step-by-step of breast cancer and testicular cancer self-examination were chosen.

With their help, video tutorials were built so that all their followers could learn the tricks they usually look for on the internet and learn the moves that can save their own lives.

According to Globocan, in 2020, there were 15,509 new cases of breast cancer and 1,369 new cases of testicular cancer in Colombia.
Gamers such as El Muñe, TomyCatt, Pau Dazzle, Camiona, and Fernando Delgado (Xm00ds), live-streamed tutorials from the Twitch platform where they taught their followers the tricks of video games and at the same time talked to them about the importance of self-examination every month.

The initiative has gained so much momentum that more and more followers, influencers, and gamers are posting the tricks and steps needed to save lives on their social media platforms.

Digital advertisement created by BBDO, Colombia for Liga Contra el Cancer, within the categories: Gaming, Health, Public Interest, NGO.

Advertising Agency: Sancho BBDO, Bogotá, Colombia
Chief Creative Officer: Mario Lagos, Hugo Corredor, Giovanni Martinez, Sergio León​​​​​​​
Executive Creative Director: Rodrigo Uribe
Creative Directors: Cristian Díaz, Daniel Matamoros
Art Directors: Javier Aparicio, Alejandro Nariño
Copywriters: Cristian Díaz, Camilo Garzón
Postproduction: Villanos / Flare
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