Cervical cancer is caused by a virus and causes the death of 2 women every day in Spain.The good news is that it is a non-hereditary cancer and that there are now vaccines to prevent it. If the three preventive measures against HPV are combined: visits to the gynecologist, practicing safe sex and the vaccine, cervical cancer can be prevented safely and effectively. Preventive measures don't take root in society and this is alarming. Health care is free and still half of the women never go to the gynecologist.

Information is the main step in the prevention of a disease. Fighting disinformation is, therefore, winning the battle over cancer.

40 Principales (Spanish Music Radio Station) & ADESAM (Women Health DevelopmentAssociation) came together to launch an awareness campaign about Cervical Cancer in orderto inform the population about its preventive measures. Spreading this information is vital tosociety.

We decided to transmit our message using a universal language: Music.That is why we created and premiered: LONG LIVE THE RESISTANCE, THE MUSICAL.

A live performance advertising campaign with singing and dancing. An upbeat portrayal of the fight against the disease capable of both informing and instructing.We supported it across all media: - TV spot featuring the dancers preparing to go on stage launched the campaign, generating traffic to the website.- PRINT & OUTDOOR.- WEB: Attendees could find themselves in the audience through GigaPan Technology or record their voice singing the chorus of the last song. These recordings were added to the live performance..- MAILING TO OPINION LEADERS: An invitation to the premier wrapped in barbed wire.- PR: press conference the the morning of the premiere.- PREMIERE in Madrid's Teatro Coliseum on April 27th.- INFORMATION ROADSHOW TRAILER followed the Musical's tour.

-11,100 people attended the musical performances.-9,764 people visited visited the information trailer and took with them an information leaflet.-All of the leading national TV news programs echoed the event. The earned publicity valuewas estimated to be more than €731,726.62.-150.897 visits to the web.- 37,900 people saw the pieces of the Musical at the live concerts of Amaya Montero byMovistar and 40 Principales POP.- The Musical has been broadcasted 11 times in the 40 Principales TV channel.- And most importantly, the willingness of women to receive the vaccination increased 357%after the campaign.