Cervical Cancer kills two women everyday in Spain. In December, 2007 a vaccine was created to prevent it. Six scientific associations led by SEGO (Spanish Association of Gynecology and Obstetrics) launched an awareness and prevention campaign to publicize the existence of the vaccines and promote preventive practices. To honor such an important moment in history, we launched an integrated campaign based on raising an actual monument in a public park and inscribing the names of the first 25,600 people who helped virally spread the news using TV, Print, Internet, Direct Marketing, Ambient Marketing, Online Buzz and the monument itself.

Phase 1: News More Viral Than the VirusWe announced the existence of the vaccine, proposed the construction of the monument, invited city halls to send proposals for its location and invited people to spread the news. The names of the first 25,600 who did would be inscribed in the monument’s columns.

Phase 2: A Monument to Celebrate27 City Hall proposals were received. The city of Valencia was chosen and there we raised the monument with 25,600 names engraved.Phase 3: The Beginning of the End of Cervical CancerMass street marketing and actions among doctors and schools promoted preventive practices.