This 2024 for World Cancer Day, the Spanish Association against Cancer wanted to raise awareness about cancer survival. And whilst everyone still thinks of this disease as a death sentence, the organization wanted to talk about life and salvation.

That’s why instead of remembering those who’ve passed we decided to make a celebration. For the first time, we changed the symbol of death for one of life.

February 2024, the Spanish Association against Cancer, for their World Day against the disease, shocked the sports world in Spain by changing for the first time the most visible and recognizable symbol of death: black armbands, for one of life: our armbands of hope. A symbol made from a simple green tape in the name of the lives that will be saved if we increase cancer survival, that managed to unite an entire country into a single team against cancer.

Within the framework of this initiative, with which it sought to raise awareness in society about cancer survival, the Association proposed to channel the rivalry between sports, teams and hobbies throughout the country, towards something that the entire society wants to achieve: raise the survival rate to 70% by 2030.

We challenged all the major leagues in Spain to be on board (Laliga’s football and the , The ACB league of basketball, Plenitude league of Handball, the Rugby league and many amateur leagues all across the country) and from february 2nd to 5th, all games and all players wore our armbands of hope.

0€ budget. More than 100.000 players, both professional and amateurs, joined the movement, more than a million people saw it live in stadiums. More than 10.000.000 € in earned media and more than 10 billion impressions made it the most AECC’s successful campaign ever. And managed to change the conversation, as HOPE and SALVATION searches and uses increased by 200%.