Being prevention the essential focus of the League Against Cancer, this case approaches cancer in a totally different way from what has been done in the category. Instead of appealing to dramatic, painful and fatalist images, the agency created and actually launched a long awaited product: the VACCINE AGAINST CANCER. A real product currently being sold in the main Peruvian drugstore’s chain as a way to create prevention consciousness and to raise funds for the League in a country where is hard to conduct collections through bank deposits and where the internet is not yet massively used for money transfers. A real pharmaceutical bottle that contains the cure for cancer in the form of a list of 10 key tips on cancer prevention... as prevention IS the vaccine -supported by the fact that 95% of cancer cases are curable when detected in time.

1) The product: a real pharmaceutical bottle named VACCINE AGAINST CANCER, with a bar code, containing a list of 10 tips on cancer prevention and being sold at FASA (the largest drugstore chain in Peru) at a price of 1,60 USD.2) A complete advertising campaign around the Vaccine: 3 TV spots, 1 radio spot, P.O.P. ads, press and magazine ads, billboards, postcards, T-shirts, street activations.3) A web page (www.vacunacontraelcancer.com.pe) offering tips, opinions, donation facilities, and a massive “on-line vaccination” consisting in downloading the video of a celebrity “vaccinating” you against cancer, i.e. giving you a prevention tip that you can, in turn, forward to a friend, “vaccinating” him or her against cancer too. In addition, we also used facebook extensively.4) Free nationwide press coverage through press, TV news, blogs and radio programs

Massive broadcast through the media and an increase of 42.7% in fundraising on the previous year in aid of the League. These results are fully audited by the League.