How can we fight an enemy that we cannot see? This was the challenge that Roche laid before us - the problem of advertising Amplicor HPV, a test that screens for the human papillomavirus, one of the main causes of cervical cancer. Our creative approach was to solve what seemed to be the problem: if you can’t fight an invisible enemy, keep it away.

All the pieces of the campaign, from press to ads in changing rooms at women’s clothes shops, were based on the “invisibility” of cervical cancer and alerted women to the need to take the test as a form of prevention. Consumers were referred to the Portuguese Papillomavirus Society on www.sppv.org website for more information about HPV.

Since the campaign hit the streets, the Portuguese Papillomavirus Society’s website saw his visits increase by more than 400%, from approximately 160 visits a month to over 700, a number that continues to increase every month.