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Cancer Horoscope

Agency: 
Published/Aired: 
October 2009
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 advertisment created by McCann, Israel for One In Nine, within the category: Public Interest, NGO.

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

Comments (8)

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Highest Rated

Brainchild Theories's picture
Brainchild Theories
Activity Score 74

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.

DBB's picture
DBB
Activity Score 1216

love it

hilazon's picture
hilazon
Activity Score 150

nice

Kateter's picture
Kateter
Activity Score 2029

nobody will notice.

Dzsoi's picture
Dzsoi
Activity Score 8440

Easy wordplay, don't like it.

tubito's picture
tubito
Activity Score 107

great idea. but hard to see.

pepsiice's picture
pepsiice
Activity Score 253

and people actually look for the horoscope column! clever!

hermotsura's picture
hermotsura
Activity Score 254

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
Activity Score 74

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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