THIS LIL' SHIT
aecc
Project Info
The Spanish Association Against Cancer (AECC) discovered that a simple, non-invasive home test was an extremely accurate screening tool to detect and prevent colorectal cancer. As the most prevalent form of the disease, with recovery rates of 90% in its early stages, it was a milestone that deserved to be shared with the entire world. The only hiccup: it involved stool testing. There's no shitty brief, so we came up with the idea to give voice to the real experts.
That's how the cute WhatsApp emoji became the star of a Golden EFI award-winning campaign, reaching over 1,000,000 viewers on YouTube with minimal funding. But what's even more significant, we ignited a debate about the inequality of access to the test across regions. Consequently, many swiftly implemented the program for 100% of their populations, while all others have since initiated the procedures, gradually rolling them out. It was a campaign not only focused on going viral, but also dedicated to championing equity and saving lives.
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