Every year, 20,000 lung cancer cases are detected in Spain, being one of the cancers with the highest prevalence and mortality rate in the country. A study determined that around 62% of Spaniards were not aware of the symptoms and risk factors of this cancer. Due to this reason, we decided to develop an awareness campaign with the main objective of increasing knowledge and visibility among society. We also wanted to show support to patients that are suffering from this disease.

Immuno-Oncology is the new revolutionary way to treat cancer and BMS is pioneer in this field. The mechanism of action of this new type of therapy is based on the response of the patient's immune system, which will be responsible for fighting the tumor on its own.

For this reason, the campaign received the name “Put lung cancer against the ropes”. Based on this concept, and making parallelism with boxing, the idea was represented with a giant boxing ring in one of the most crowed squares in Madrid (Plaza de Callao), we wanted to represent in a clear and simple way that our own body is capable of fighting tumor cells, and that there are many people outside of the ring supporting the "fighters".

• Insight:

Lung cancer is one of the types of cancer that causes more mortality and prevalence in Spain, and despite this, the Spanish are not aware of this disease.

• Key Messages:

As tobacco is prejudicial for our health, we encourage people to stop smoking.

Tobacco being one the main causes of lung cancer, non-smokers can also be affected by this disease.

People need to be aware that an early diagnosis can be key to increase the possibility of overcoming it.

New therapies (immuno-oncology) to treat cancer are showing results by increasing survival rates.

• Target:

General population since the campaign was created to increase awareness regarding lung cancer.

• Assets:

The campaign was distributed by creating:

Street marketing (informative stand and boxing ring with a virtual reality game)

Celebrity Participations (specifically committed)

Media attendance (interviews, videonews, press releases...)

Social media (celebrities, participants, by-passers)

November 16th, 2018 (the week of the International Lung Cancer Day)

Callao Square, Madrid

• Scale: National (Spain)

• Implementation

? Installation of a giant boxing ring in Plaza de Callao, with an interactive virtual reality game were pedestrians went into the ring and fought through a motion detector to destroy the cancer cells that popped up on the square’s screens.

? Informative Stand where pedestrians received information about lung cancer, symptoms, and risk factors.

? High-profile celebrities that specifically support this type of cancer attended the event to give interviews to media, demonstrate how the game worked, and share with participants and by-passers.

Alex Ubago (Singer and author of a lung cancer awareness song)

Tania Llasera (TV host and former smoker)

Almudena Cid (Spanish Olympic gymnast and non-smoker)

? Development of press materials to disseminate in the media and social media (media invitation, press release, brochures, interviews, etc.)

Campaign total reach of 22,337,369

Media Results:

12 media outlets attended

74 news published

22.040.069 total audience

Total advertising value of 194,942€

? Social Media Results:

? Posts + Shares: 386, Reproductions: 15,569, Likes: 30,072, Comments: 322

? Reach: 217.300 impressions

• Street Marketing Results: Around 80,000 by-passers. + 300 flyers distributed. 230 ring participants fought more than 6,800 tumor cells.

The campaign has generated a large volume of conversation. Influencer and media publications have contributed to spread the conversation in a notorious way.

We have impacted different relevant targets thanks to the participation of KOL’s:

? General population - Celebrities and media

? Patients - Lung cancer associations and media

? Healthcare Professionals - Spanish scientific group and media

Sales/Business Targets: Being an unbranded campaign from a prescription product, it is not possible to quantify business outcomes such as effects on sales or stock valuation.