Gastric cancer in Colombia causes the most deaths between all ages in the country. Is the fourth most frequent type of cancer. Today, according to official figures, gastric Cancer is responsible for 11 deaths in the country every day, on average.

The most affected, according to available statistics, are between 20 and 44 years old. For Gualtero, president of The Interagency Observatory for Adult Cancer "this has a significant social and economic impact for the country, as they are the ages of greatest productivity."

We are not aware of what we let into our bodies.

As human beings we trust ourselves, we believe that we are invincible. And what’s even more worrisome is that Colombian millennials think that their bad habits like eating fast food all week, partying day and night and living “la vida loca”, will never results in a negative thing.

That’s why this campaign aimed young millennials in Colombia that every day are exposed to bad guests such as gastric cancer thanks to the excess of confidence they have, producing a total misunderstanding of what enters into their bodies.

First, we selected random profiles inside Airbnb and lodged in their homes guests who seemed harmless at the beginning but turned out to be a real pain in the ass as time went by.

All this chaos was recorded and used as an invitation for all host survivors, to share their bad guest stories with us.

With all this input we created content, radio spots, billboards, street ads and filled the platform with fake apartments, telling the stories of bad guests' survivors.

1.139.240 of Colombian millennials were alert for this type of cancer through our message.

We get 1.563.825 impressions in one week.

426.000 USD in earned media