It was felt that the media with the greatest access to the maximum target audience was television. A striking and involving advertisement was designed for people aged between 18 and 45.The idea is as follows - We see various people aged between 20 and 40 walking alone on the beach. They all enjoy the sea, the air, the sun-symbols of life.

To give the message that everybody is equal in the face of cancer and therefore we must all co-operate, one of the people in the advertisement is an actor famous in Spain. However, he is just another person in the advertisement, a volunteer like any other. He does not appear in a central role and he does not stand out. Over the images, a voiceover says "she has breast cancer three hours a day, he has prostate cancer six hours a day, etc". Obviously, people who live with the intensity of a cancer patient's illness as volunteers take on this cancer as their own for a few hours. Which rewards you with something invaluable - the immense affection of those that are ill.

Although the results cannot be measured quantitatively, as there is no financial return (the aim is to recruit volunteers who work with cancer patients for free), the campaign has been a success.It has been only shown in the city of Madrid, where in the first 15 days, 1,568 calls were received. Of these calls, 19% became new volunteers for the Spanish Association Against Cancer. The campaign continues and the results have not stopped increasing.