Lack of exercise

Agency Network: 
October 2010
League against cancer:  Lack of exercise


Note: A wordplay is employed in the slogan based on the fact that in Slovak, the word cancer (rakovina) contains the word fault (vina).

Print advertisement created by Sofian, Slovakia for League against cancer, within the category: Public Interest, NGO.


Lack of exercise? It will be your fault!

Advertising Agency: Sofian, Bratislava, Slovakia
Creative Director: T. Eliot Rostas
Art Directors: Marek Repka, Ivan Galanský
Copywriter: T. Eliot Rostas
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HappyHour's picture

do you even know what cancer is? the fact that there's a wordplay doesn't make you any less of an absolute moron. there's not much shame in the advertising industry, but T. Eliot Rostas and team should have quite a lot after this campaign. hideous work.

Activity Score 2377
gioborde's picture


Activity Score 1385
Art Director at LEO BURNETT |


Guest's picture

This is my favourite! Great campaign!

AssassinX's picture

The conclusion we can draw from these posters is everything causes cancer, everything.

Activity Score 1325
angieraj's picture

LOL I second that!

Activity Score 428
Turrino Advertising LLC |

Cognito Ergo Sum

Guest's picture

You guys just don't get that the main stress is put on the word "vina", which means "fault / guilt / blame".

It is a campaign against unhealthy lifestyle and the cancer wordplay stands symbolically for many other fatal deseases.

CUTIEPIE's picture

We all get the wordplay!!!!! The thing is this is a very generalized concept, of course if i jump from a tall building and die is gonna be my fault! This takes us back to earlier comments thats says "in conclusion everything gives cancer", if i sit around all day i might die out of either cancer or a lightning stroke, you are not making an actual point just "take care from EVERYTHING" and i mean everything because if i have a lighter and it explodes it will be my fault for carrying it then (why not)?!!! Death has causes in everything and cancer is just one of them! I see this and i can just think "what the hell am dying anyway" this campaign is only making see that i can die anyway not just from cancer what if i baked some veggies in that frying pan and one of them got stuck in my throat, thats a cause of death too and you might as well be doing the campaign about that!!!! am just saying...... :)

Activity Score 347
mike11's picture

Out of ideas? It'll be your fault!

Activity Score 279
Art Director at The Creative Circus, Atlanta, GA
Guest's picture

really nice idea and implemented well congrates:)

Brainchild Theories's picture

Instead of telling everyone what causes Cancer (which is everything) where is the direction and education once you get the inevitable. I think some more research on the causes of Cancer would help the campaign. Start with leading causes and make it different from a store catalogue ad.

The photography and composition is very beautiful though.

Brainchild Theories
Activity Score 74
Graphic Designer at Transmedia Creative
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