The first phase of the campaign was a teaser: online videos counting down to a day where new civil movement would be launched were sent to the political journalists. They were promising the arrival of a mysterious candidate.On the 5th of October, his name was revealed in the press by an interview in "Le parisien" one of the most popular newspaper.As his interventions spread all over the medias, the campaign starts on TV, press and outdoor.Finally, a website "movement against cancer" allows all the citizens to support his candidature and provides them with all the tools necessary to propagate his message among social networks ad as guerilla.

When his identity was revealed, Professor Izrael was all over the medias. His action was relayed in debates, during the Council of the ministers and the government even called his action useful.

The support kicked in on social networks, launching an engaged buzz.

The fight against cancer successfully invaded the presidential campaign and is now a priority. The awareness of APREC, the professor’s association has exploded.Outcomes :- About 50 articles in magazines and newspapers - 27 TV and radio interviews of Professor Izraël - About 100 articles on the internet - More than 40 000 views on YouTube channel (http://www.youtube.com/user/NvleDC) and others video-sharing websites - More than 13 000 supports on the official website: http://www.particontrelecancer.com