EL AMOR TE DA FUERZA
LOVE GIVES YOU STRENGHT
WINNER OF BIC '21 NON-PROFIT HISPANIC CAMPAIGN PITCH
THE SETUP: READI* asked us to help create awareness about Triple-Negative Breast Cancer (TNBC), and immunotherapy as a treatment option for Hispanic women, while inspiring and empowering them in a culturally sensitive way, to advocate for better healthcare for themselves.
*Redressing Access to and disparities in Immunotherapy for Breast Cancer.
THE TURNING POINT: Hispanic women will not hesitate to share their unfiltered thoughts with family and friends, but lose confidence in front of the doctor because they think the doctors' words are unquestionable.
THE RESOLUTION: What trumps fear? LOVE!
Starting from love, we can put our biggest fear aside and start asking doctors about TNBC and immunotherapy treatment, because EL AMOR TE DA FUERZA / LOVE GIVES YOU STRENGHT.
In the digital world we live in today, brand identity is a vital part of starting and maintaining communication - this has never been truer for the health sector than it is now!
READI is a new organization with an important mission. Before we started working on the campaign, we gave it a brand identity.
With a brand identity and websites containing the latest information and content about the organization, TNBC and immunotherapy,
WE ARE READI TO START.
We will provide these Hispanic women from medically underserved communities with information, using LOVE as the inspiration they need to start asking questions and getting access to immunotherapy treatment.
PRINT & DIGITAL
The Hispanic women this campaign's message needs to reach live in underserved communities. The barriers these women face are not limited to health literacy, but also include culture, language, immigration status, and a general lack of information.
Our campaign is clean, straightforward, and relatable - these women can see themselves in our ads. Our OOH will be placed on public transportation stations and cars, community clinics, places of worship, bodegas, and near the neighborhood social security and WIC offices.
Every execution needs to resonate with our Hispanic women. We envisioned a time-based ad starring real women who are fighting real cancer - which is impossible to produce safely due to the pandemic. So, we created a storyboard video to illustrate our vision.
READI | Time Based | Runtime 30 secs
Educational materials are a very important factor in achieving the campaign's objective. Be it in print, or digital, an educational material piece is something our Hispanic women can take home - either to look at it privately, or with a loved one.
We are also placing educational materials in the social media platforms mostly used by these women: Facebook and Instagram.
Hispanics love RADIO! It would be a mistake not to use this simple and effective way of communication in our campaign. Using the familiar conversations of our Hispanic women, we will continue to raise awareness of immunotherapy treatments and will emotionally motivate them to start asking questions.
READI | Radio | Runtime 42 secs
Production: Marian Cuestas
THE LOVE BUS
With a partnership with mega 97.9 The Love Bus Experience will allow our Hispanic women to interact with TNBC survivors and advocates, learn how to start being proactive about their breast health, and connect with their community throught conversations and music.
The EL AMOR TE DA FUERZA / LOVE GIVES YOU STRENGTH campaign is for the Hispanic women who are facing unimaginable fear after receiving a breast cancer diagnosis.
By reminding the love they have for family, friends, and community, we will inspire them to fight for their health with the same love, because we believe
EL AMOR TODO LO PUEDE / LOVE WILL FIND A WAY. .
ARE YOU READI TO LOVE?