Inbrax Santiago

ABOUT

THE CONTEXT
In Chile, testicular cancer is installed as the seventh most common cancer in men, with about 820 new cases diagnosed per year and about 100 deaths attributed to this disease, according to data from Globocan 2022. This type of cancer, moreover, is the leading cause of death from this disease in young men, especially between the ages of 15 and 40.

THE IDEA.
Studies affirm that men triple the time women spend in the bathroom relieving themselves. Time that is often wasted watching memes, Tik Tok videos, recipes or shampoo components. That's why Fundación Chilesincáncer created a tool with the purpose of transforming that wasted time into the perfect space to perform a preventive self-examination. The "Prevention Unboxer" unlike the typical men's underwear that has designs on the outside, this one has a print on the inside with a 3-term tutorial to perform the procedure.

RESULTS
In 3 weeks hundreds of influencers, more than 30 media outlets and even an Olympic medalist joined the initiative, educating the population about a type of cancer that is not always talked about.
- 5 M people reached
- 20K earned media
- 5K interactions
- 100% organic campaign

Note: Chile is a market of 20M people, to be considered when evaluating results*

AWARDS

IAB Mixx
PNHX AdForum
Premios Crea
Saniss
Webby Award
White Square
WINA Award

MADEIT CREDITS

  • Macarena ZwangerClient
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