Cancer Horoscope

Agency Network: 
Published/Aired: 
October 2009
One In Nine:  Cancer Horoscope
One In Nine Print Ad -  Cancer Horoscope

Description

The Idea: In order to raise awareness for breast cancer we initiated a cooperation with several daily newspapers and went up with the campaign "One in Nine". We took the horoscope page and moved the reading for the Cancer sign several pages back, so that the reader would discover the cancer horoscope earlier than usual. The campaign was signed with "Early detection of cancer can save lives. Get yourself tested".

About “One In Nine”: “One in Nine” is a non-profit organization that is dedicated to raising public awareness of breast cancer, and to the promotion of the topic of breast health in Israel. Statistics indicate that one in every nine women in Israel will be forced to cope with breast cancer during her lifetime. “One in Nine” offers a broad range of services to women fighting breast cancer and to their families, while simultaneously carrying out widespread activities that help break the silence surrounding the disease.

Print advertisement created by McCann, Israel for One In Nine, within the category: Public Interest, NGO.

Caption

Early detection of cancer can save lives

Advertising Agency: McCann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
Creative Directors: Ido Ben Dor, Sigal Abudy, Meiran Pachman
Art Director: Guy Laufer
Copywriter: Ido Mymon
VP Accounts: Hagar Barzelai
Account Supervisor: Alona Dekel
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Highest Rated

pepsiice's picture

and people actually look for the horoscope column! clever!

pepsiice
Activity Score 253
Graphic Designer
DBB's picture

love it

DBB
Activity Score 1216
hilazon's picture

nice

hilazon
Activity Score 150
Kateter's picture

nobody will notice.

Kateter
Activity Score 2029
Copywriter
Dzsoi's picture

Easy wordplay, don't like it.

Dzsoi
Activity Score 8611
Copywriter
tubito's picture

great idea. but hard to see.

tubito
Activity Score 107
La Merto, Cordoba, Argentina
pepsiice's picture

and people actually look for the horoscope column! clever!

pepsiice
Activity Score 253
Graphic Designer
hermotsura's picture

i don't like this at all. besides, i'd read it only if i'm a cancer, which i'm not. i mean only 1 in 12 would make the effort to read it... just plain stupid. besides, there's too much space between the horoscope and the actual copy, i didn't even see it the first couple of times and was wondering "what the heck, what's the point?" it's quite lame.

hermotsura
Activity Score 254
Other at AUBG |

In the quiet words of the Virgin Mary... Come again?

Brainchild Theories's picture

Well that certainly sounds problematic hermotsura. It's a great start, but there does need to be a solution to the 1 in 12 views. The white space is needed to create attention, glad SOMEONE is using white space to their advantage.

Brainchild Theories
Activity Score 74
Graphic Designer at Transmedia Creative
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