Post by account_disabled on Jan 8, 2024 23:17:31 GMT -5
Last week we discovered that Arena Media was crowned "Agency of the Year" at the Eficacia Awards gala , the result of the agency's exploratory attitude. It is precisely this attitude that has led Arena Media to carry out actions as relevant as " Call it cancer" , together with the AECC, an initiative that seeks to speak freely and naturally about the social and emotional impact of the disease and involve people with it. All society. At MarketingDirecto.com we wanted to know more about this initiative, what its objectives were, what challenges they have encountered when launching it and what results they are obtaining; and about all these issues we have spoken with Yolanda Domínguez (Marketing Manager at AECC), Mireia Álvarez (Client Business Partner at Arena Madrid) and Traver Pacheco (Director of Strategic Projects at Arena Madrid) What is “Call it Cancer”? Traver Pacheco: “Call it Cancer” is an improvement project that aims to ensure that the entire society dares to speak freely and without fear about the social and emotional impact of cancer.
A challenge that we addressed in several phases : we needed to generate a change in attitude that would eliminate fear and normalize the coexistence of people with cancer; provoke a change in behavior that would Email Data make people speak freely and naturally about their social and emotional impact and, finally, involve and mobilize the entire society towards the cause. It is important to highlight that this is not just about pronouncing the word “cancer”, but about understanding that not talking about what is hidden behind the word continues to cause isolation problems in many people, the beginning of family and work conflicts, the development of emotional problems. self-esteem or prevents asking for help. The latter is essential for an association like the AECC, which focuses its activity on helping people. If you do not see the embedded code correctly, click here. How did this initiative come about? Yolanda Domínguez: 1 in 3 people will suffer from cancer, making it the most important social and health problem in the world. However, cancer still does not generate connection as a social cause because it is an invisible, dark reality that generates shame.
It is perceived as a disease and the social, human and emotional dimension that exists behind a diagnosis is ignored, in addition to the fact that when the word cancer is pronounced, fear, death or resignation appear... We are ashamed and continue hiding it behind euphemisms such as "he died." of a long and terrible illness.” This perception hinders us as a brand and means that we do not stand out enough among the group of NGOs. We needed to bring cancer closer to society, normalize it and show its social, emotional and human dimension and, with this, also transform the perception of our brand. «We started from the need to generate brand awareness through an image campaign» What has led Arena to carry out a project like “Llámalo Cancer”? Mireia Álvarez: Our collaboration with the AECC began three years ago. We started from an immediate need, to generate brand awareness through an image campaign that would once again put this association in everyone's minds. After the first year, we knew that this type of communication would not be enough to elevate the cause, and it was our “explorative” attitude that led us to look for a different way to connect the AECC with all its audiences, by creating a content relevant enough to generate an impact throughout society.
A challenge that we addressed in several phases : we needed to generate a change in attitude that would eliminate fear and normalize the coexistence of people with cancer; provoke a change in behavior that would Email Data make people speak freely and naturally about their social and emotional impact and, finally, involve and mobilize the entire society towards the cause. It is important to highlight that this is not just about pronouncing the word “cancer”, but about understanding that not talking about what is hidden behind the word continues to cause isolation problems in many people, the beginning of family and work conflicts, the development of emotional problems. self-esteem or prevents asking for help. The latter is essential for an association like the AECC, which focuses its activity on helping people. If you do not see the embedded code correctly, click here. How did this initiative come about? Yolanda Domínguez: 1 in 3 people will suffer from cancer, making it the most important social and health problem in the world. However, cancer still does not generate connection as a social cause because it is an invisible, dark reality that generates shame.
It is perceived as a disease and the social, human and emotional dimension that exists behind a diagnosis is ignored, in addition to the fact that when the word cancer is pronounced, fear, death or resignation appear... We are ashamed and continue hiding it behind euphemisms such as "he died." of a long and terrible illness.” This perception hinders us as a brand and means that we do not stand out enough among the group of NGOs. We needed to bring cancer closer to society, normalize it and show its social, emotional and human dimension and, with this, also transform the perception of our brand. «We started from the need to generate brand awareness through an image campaign» What has led Arena to carry out a project like “Llámalo Cancer”? Mireia Álvarez: Our collaboration with the AECC began three years ago. We started from an immediate need, to generate brand awareness through an image campaign that would once again put this association in everyone's minds. After the first year, we knew that this type of communication would not be enough to elevate the cause, and it was our “explorative” attitude that led us to look for a different way to connect the AECC with all its audiences, by creating a content relevant enough to generate an impact throughout society.