One In Nine: Cancer Horoscope

Early detection of cancer can save lives

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.

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
Published: October 2009

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DBB's picture
1215 pencils

love it

hilazon's picture
150 pencils


Kateter's picture
2020 pencils

nobody will notice.

Dzsoi's picture
5269 pencils

Easy wordplay, don't like it.

tubito's picture
107 pencils

great idea. but hard to see.

pepsiice's picture
253 pencils

and people actually look for the horoscope column! clever!

hermotsura's picture
254 pencils

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.

Brainchild Theories's picture
Brainchild Theories
74 pencils

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.

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