INEN: Cancer awareness

Every year 1 out of 500 people will suffer from cancer. 1 out of every 500 Caretas magazine includes this warning. It can happen to anyone. Get a checkup.

Agency: Pragma DDB, Lima, Peru
General Creative Director: Ricardo Chadwick
Associate Creative Directors: Álvaro Naddeo, Emilio Díaz
Art director: Álvaro Naddeo
Copywriters: Oscar Tamayo, Jaime Chehade, Álvaro Naddeo

19 comments

Amigo's picture
Amigo
43 pencils

great!

Naddeo's picture
Naddeo
71 pencils

Caretas magazine is a weekly magazine and the ad is supposed to be in more than one edition, so in 2 months or 10 issues the ad will reach at least 10 in 500 that is 1 in 50. Obviously the message won't reach every reader but maybe they will comment the ad to more people.

squirrely's picture
squirrely
316 pencils

good idea, but from a practical standpoint it really limits your audience. You basically chopped your audience from 500 to 1.

addyhoch10's picture
addyhoch10
2592 pencils

agree... would like to know what the client said when this idea was presented to him.
but i think people would probably not just throw it away, maybe they'd talk about it or even show it to some friends.
it would freak me out to be one of the "chosen" though!

gunterjunior's picture
gunterjunior
2 pencils

I understand it completely diferent . . . .
The ad text is:
Every year 1 out of 500 people will suffer from cancer. 1 out of every 500 Caretas magazine includes this warning.
But they put it in all magazines . . .

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

Haha - if they were smart (let's assume they are) then that's EXACTLY what the client did!

original doodles + creative sweat = thinkingfresh.ca

Joe76's picture
Joe76
772 pencils

That´s what I think too.

Sandis Grantins's picture
Sandis Grantins
26 pencils

Could it be, that there are in general 500 (or more than 500) issues of this Caretas magazine, so the first time they put this ad in it, they can say, that 1 out of every 500 Caretas magazine includes this ad? Anyways, I like this ad and I think - if it gets noticed, it works.

bknowlden's picture
bknowlden
3647 pencils

you can't explain your ad to the people that are reading it... It's just another advert to the people who see it unless they somehow make the relationship that they were one in five hundred.
--
brandon

www.the12poundpackage.com

jennywhx's picture
jennywhx
1142 pencils

yes, i agree to brandon. there're too much "you are the 10000 visitor" and " you're the chosen one" trick all around the world, so i guess, people start to numb over this.
At the first moment i saw, i thought that come together with a form for like..maybe..the checkup registration of biggest hospital in that town? and it perhaps urge more to go for a checkup.

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

500 out of 500 probably saw this ad! This campaign was probably (can't say definitley) executed so that ALL 500 magazines had this pull-out and built a relationship with the reader by "making them feel that they were the 1 out of 500 seeing the ad. If they did this...GREAT JOB! If they didn't...what a waste.

original doodles + creative sweat = thinkingfresh.ca

drunkard's picture
drunkard
113 pencils

GREAT WORK!.... BANG ON!

atulspande's picture
atulspande
182 pencils

uuuuuuuuuum i am not sure wether it will work or else

but definitely not in India i would say! am i being contoversial !!!!!

i dont't mind

Mo's picture
Mo
648 pencils

To me, it's a bit forced if they have really put the ad only in 1/500. And if they have put it inside all the mags, they cheated. Not working for me.

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

Hahaha - for sure they did NOT only put it into 1 out of every 500 magazines, sheesh! Why is this so hard for people to grasp? If they put it into every 500 out of 500 magazines (and than some), each person who read it probably thought "Oh - I am that 1 out of 500 hundred people who got this piece of paper and therefore I could be/could have been the one out of every 500 that also has cancer". Does anyone REALLY think they would ONLY put this leaflet into just 1 out of every 500? Haha.

original doodles + creative sweat = thinkingfresh.ca

braindrain's picture
braindrain
240 pencils

I checked with a media person. If you wanted to put a tip in sheet into 1 out of 500 magazines, you definitely could. Which means they would only pay for the pubs they're in, definitely not a waste.

The randomness of cancer is one of the most frightening aspects of the disease. I know if I got this ad, I would take notice. And really, isn't that the point of what we do?

Corona Raymaker's picture
Corona Raymaker
549 pencils

Call me naive, but I really believe, that they just put it into every 500st issue and I also believe, that it absolutely works BECAUSE the idea is great. I am sure, that people who find one of those papers in their issue of the mag, will talk about this ad with friends.
If I was the client, I would have totally accepted this ad because the idea of it perfectly fits the subject.

Vive la Ad-ucation!

FrankMarti's picture
FrankMarti
4 pencils

HI PEOPLE IM SENT THIS AD LIKE COLABORATION, IS IMPORTANT THAT KNOWS : ALVARO NADDEO ( HE IS IN THE CREDITS) SAYS: "Caretas magazine is a weekly magazine and the ad is supposed to be in more than one edition, so in 2 months or 10 issues the ad will reach at least 10 in 500 that is 1 in 50. Obviously the message won't reach every reader but maybe they will comment the ad to more people."

1 in 50 --- works.

Congratulations Álvaro.

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