ENG / ESP

1 Minuto vs el Cáncer
a social brand platform to fight cancer ignorance in 60 seconds

our brand vision —

Ignorance kills

Nobody wants to hear the word cancer. The second leading cause of mortality in Mexico kills about 222 men, women and children in our country every day. But those stats are made worse by a disturbing fact: About half of them die of ignorance. Cruel. Unacceptable.

Being uninformed about cancer is as deadly as cancer itself. In a country with a population of more than 118 million — 60 million with Internet access— the topic of cancer remains taboo. Fear and lack of information paralyze people from getting checked in time.

Now imagine this for a moment: What if people knew that more than half of all cancer cases are curable if detected and treated early? Fear would subside. Prevention and early detection would rise. With this vision in mind, the Instituto Nacional de Cancerología INCAN, the leading institution and governing body for cancer policy, treatment, education, and research in Mexico, is determined to propel a major cultural shift.

ENG / ESP

1 Minuto vs el Cáncer
una marca social para combatir la falta de información en 60 seg

nuestra visión para la marca —

La desinformación también mata

Nadie quiere escuchar la palabra cáncer. La segunda causa de mortalidad en México mata cada día a 222 hombres, mujeres y niños en nuestro país. Sin embargo esta estadística empeora con un dato alarmante y cruel: aproximadamente la mitad de ellos mueren de ignorancia.

La desinformación podría estar matando tanta gente como el cáncer mismo. Esto nos parece inaceptable. En un país con una población de más de 118 millones –60 millones con acceso a Internet– el cáncer sigue siendo un tema tabú. El miedo y la falta de información paralizan a la población a checarse y tratarse a tiempo.

Ahora imagina esto. ¿Qué pasaría si la gente supiera que más de la mitad de los casos de cáncer son curables si se detectan y tratan a tiempo? El miedo disminuiría. La prevención y detección temprana aumentarían. Con esta visión, el Instituto Nacional de Cancerología, INCAN, el órgano rector para la regulación, tratamiento, educación e investigación de cáncer en México, está decidido a impulsar un gran cambio cultural.

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Got a minute?

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Facundo — Tv host

Videofacundominuto

Videoangeliqueteaser

ENG / ESP

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Brands&People x 1 Minuto vs el Cáncer

Joining the cause, Brands&People created 1 Minuto vs el Cáncer, a social brand platform to fight cancer ignorance in 60 seconds. This unprecedented national effort to raise awareness about cancer prevention was awarded with a Gold Social Effie as the best social campaign of 2014.


Step 1 — Inform

Our campaign has two objectives: to inform and to raise funds. For the first goal, we asked people to donate a minute of their time to watch one of our videos online. Unlike other campaigns focusing on cancer, our strategy takes direct aim at two deadly enemies: indolence and ignorance. In a series of one-minute short films, celebrities, actors, athletes and national news anchors give simple explanations about different kinds of cancer and educate people about prevention and early detection in straightforward, accessible language.

Our website, 1minuto.org, includes a global counter that keeps track of all minutes watched online. It’s simple math: The more minutes we accumulate, the more people, friends and loved ones will be educated about cancer and get checked early. By January 2015, our counter was approaching 150,000 minutes.

This number makes us happy.

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Brands&People x 1 Minuto vs el Cáncer

Sumados a la causa, en Brands&People creamos 1 Minuto vs el Cáncer, una plataforma social de marca que combate la falta de informción sobre el cáncer en 60 segundos. Un esfuerzo nacional sin precedentes para concientizar sobre la prevención y detección temprana. Premiada en 2014 como la mejor campaña social de México con un Effie Social de Oro.

Paso 1 — Informar

Nuestra campaña tiene dos objetivos: informar y recaudar fondos. Para lograr el primero, pedimos a la gente donar un minuto de su tiempo para ver nuestros videos en línea. A diferencia de otras campañas centradas en el cáncer, nuestra estrategia apunta directamente a dos enemigos mortales: indolencia e ignorancia. En videos de un minuto celebridades, actores, atletas y periodistas explican diferentes tipos de cáncer y aconsejan sobre prevención y detección temprana en un lenguaje llano y accesible.

Nuestro sitio web, 1minuto.org, incluye un contador global que realiza un seguimiento de todos los minutos vistos en línea. Matemáticas simples: Entre más minutos acumulamos, más personas sabrán sobre la enfermedad y tomarán acciones a tiempo. En los primeros días de enero del 2015, nuestro contador se acercaba a los 150,000 minutos vistos.

Este número nos ponen contentos.

Videoangeliqueminutoc

Angelique Boyer — Actress

Videopaolateaser

Paola Espinosa — Olympic diver

Videopaolaminuto

Videociroteaser

Videocirominuto

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Miguel Rodarte — Actor

Videomiguelminuto

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Diego Luna — Actor

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Creativity applied to social problems

At Brands&People we believe creativity and innovation applied to social problems are crucial for building better communities. Even though the agency works on this campaign pro bono, we treat 1 Minuto vs el Cáncer with the same dedication and commitment we devote to all our commercial clients — from global strategy to the tiniest details. We created an icon that identifies our fight everywhere: a heart that doubles as a clock— a visual metaphor for every minute donated to stopping cancer.

We deployed an intensive ongoing campaign in print, radio, television and social media. At the same time, other efforts began to build momentum: mentions in the top news programs, co-branding with dozens of national companies, fundraising programs with major supermarket chains, obtaining promotion and funding from local governments, and organizing massive concerts and ballet galas. When you face big social problems with small budgets, there is only one way to go: consistency, innovation, consistency.

Step 2 — (the tough one) Raising Funds

Donations from the community are crucial for the campaign, even though contributions from public and private organizations are a big part of the picture. During the first six months, we strongly disagreed with our client about using a bank account as the only mechanism for accepting donations. The campaign launched in July 2013. Nothing. August, September, October, November, December, January: Only two people showed up at the bank to donate. We failed and we learned together.

ENG / ESP

Creatividad aplicada a problemas sociales

En Brands&People creemos que la innovación social es crucial para construir mejores comunidades y aunque la agencia trabaja pro bono para esta campaña, tratamos a 1 Minuto vs el Cáncer con la misma intensidad que mantenemos con todos nuestros clientes comerciales – desde la estrategia global hasta los detalles más pequeños. Creamos un ícono que identifica nuestra lucha en cualquier lugar: un corazón con manecillas –una metáfora visual los minutos donados a detener el cáncer.

Desplegamos una campaña intensiva en prensa, radio, televisión y medios sociales. Al mismo tiempo, otros esfuerzos multiplicaron el impulso: menciones en noticieros, co-branding con decenas de empresas nacionales, programas de recaudación con las principales cadenas de supermercados, promoción y financiación de gobiernos locales, conciertos masivos y galas de ballet. Cuando enfrentas grandes problemas sociales con pequeños presupuestos, solo hay un camino a seguir: consistencia, innovación, consistencia.

Paso 2 — (el más difícil) Recaudar Fondos

Las donaciones de la comunidad son cruciales para la campaña, aún cuando las contribuciones de organizaciones públicas y privadas suman una gran porción. Durante los primeros seis meses, disentimos fuertemente con nuestro cliente sobre utilizar una cuenta bancaria como el único mecanismo para recibir donativos. Lanzamos la campaña en julio del 2013. Nada. Agosto, septiembre, octubre, noviembre, diciembre, enero: solo dos personas fueron al banco a donar.

Fallamos y aprendimos juntos.

Brands_people_incan_rocio

Rocío

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Brands_people_1minuto_arnulfo2

Arnulfo

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Reimagining the donation experience

To simplify the donation experience, we reimagined the use of SMS, a dying technology used commercially for erotic chat services and horoscopes, yet still widely available in Mexico. We invited people to text messages of hope and encouragement to cancer patients. Part of the cost of each message was donated to the institute and at the same time patients could read the messages on the hospital’s television monitors. From Baja California to Chiapas, the community responded, creating a circle of unity and hope around people battling cancer. In the first two months, we got more than 15,000 messages. That means 15,000 micro-donations. It worked: social innovation using everyday technology.

During the SMS campaign people were empowered to support cancer patients financially and emotionally through these simple text messages. As a milestone, we published “10,000 Messages Against Cancer,” a 667-page thick blue book compiling the texts, which is now in the chemotherapy room in the Instituto Nacional de Cancerología where it provides words of hope.

We won't stop until we overturn the prevention culture in Mexico. Because this issue is not about top of mind, share of mind or any other marketing jargon.

It is about what we call share of life.

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Re-imaginando la experiencia de donación

Para simplificar la experiencia de donación, re-imaginamos el uso del SMS, una tecnología moribunda utilizada comercialmente en servicios de chats eróticos y horóscopos, pero aún disponible en todo México. Invitamos a la gente a enviar a través de su celular mensajes de esperanza y aliento a pacientes de cáncer. Parte del costo de cada mensaje fue donado al instituto y, al mismo tiempo, los pacientes podían leer estos mensajes en pantallas de TV instaladas dentro del hospital. De Baja California a Chiapas, la comunidad respondió, creando un círculo de unidad y esperanza alrededor de la gente luchando contra el cáncer. En los primeros dos meses, recibimos más de 15,000 mensajes. Eso significa 15,000 micro-donaciones. La idea funcionó: innovación social usando tecnología cotidiana.

Durante la campaña de SMS las personas tuvieron el poder de apoyar económica y emocionalmente a pacientes con cáncer con un simple mensaje de texto. Como un hito, publicamos “10,000 mensajes contra el cáncer," un grueso libro azul que en 667 páginas compila los primeros mensajes recibidos, y que ahora se encuentra en la sala de quimioterapia del Instituto Nacional de Cancerología, para hacer compañía a los pacientes.

No pensamos detenernos hasta hasta volcar la cultura de prevención en México. Porque esta vez no se trata de top of mind, share of mind o cualquier otra jerga de marketing.

Se trata de lo que nosotros llamamos share of life.

Videoabout2

About the initiative

Brands_people_incan_tvhubiera

Hubiera

Brands_people_1minuto_videomakingof

Making of —presented by Tomas Sanchez—

ENG / ESP

Got a minute? Help us take this social brand platform into more countries in Latin America.

Press & Speaking
Press, interviews and speaking engagements help us spread the word to others; please contact us here.

Latin America
If you are interested bringing this campaign to your country, we can help; please contact us here.

Social Media
Follow the brand on social media and share videos and content with your family and friends via YouTube, Facebook and Twitter.


A brand vision
by Gerardo Ortiz and Emmanuel Moreau
co-founders at B&P

Co-create
Collaborate
Connect
B&P

ENG / ESP

Tienes un minuto? —ayúdanos a llevar esta campaña a más países en América Latina

Press
Press, interviews and speaking engagements help us spread the word to others; please contact us here.

Latin America
If you are interested bringing this campaign to your country, we can help; please contact us here.

Social Media
Follow the brand on social media and share videos and content with your family and friends via YouTube, Facebook and Twitter.


A brand vision
by Gerardo Ortiz and Emmanuel Moreau
co-founders at B&P

Co-create
Collaborate
Connect
B&P

ENG / ESP

People

Brands&People x 1Minuto vs el Cáncer

Commissioned by Francisco D. Gonzalez
President of The Board of Trustees at NPINCAN
Alfredo Cantú is Director at NPINCAN
Marcela Flores is Brand Leader at B&P
Tomás Sanchez is Marketing Director at NPINCAN
Juanjo Saldívar is Associate Creative Director at B&P
Rocío Vazquez is Copywriter at B&P
Jorge Mercado is Art Director at B&P
Marcelo Almaguer is Motion Designer at Underdog
Mircea Turcan is Guest Web Director at Restate Media
Gabriel Ramos is Guest Director at Neurona Films
Alex Noppel is Guest Director at Respetable Público
Ximena Aguirre is Information Intelligence Manager at GM
Melanie Barajas is Art Director at B&P
Miriam Araujo is Brand Manager at B&P
Erika Ramirez is Development Manager at NPINCAN
Karina Gomez is Brand Manager at B&P
Agueda Anzúa is Public Relations Executive at NPINCAN
Erick Muñiz is Brand Executive at B&P
Daniela Torres is Brand Manager at B&P
Allan Pineda is Copywriter at B&P
Zaida Vazquez is Designer at B&P
Rod Castro is Designer at B&P
Ernesto Zamora is Illustrator at B&P
Salvador Cueva is Photographer at Underdog
Marisol Quintanilla and Ilse Madrigal are Designers at B&P
Marifer Gutiérrez is Brand Executive at B&P
Olga Borda is Intern Designer at -1
Special thanks to Dr. Alejandro Mohar, Dr. Abelardo Meneses and Dr. Laura Suchil at INCAN
Juan Antonio Mateos and Mara Arakelian at Televisa

ENG / ESP

People

Brands&People x 1Minuto vs el Cáncer

Commissioned by Francisco D. Gonzalez
President of The Board of Trustees at NPINCAN
Alfredo Cantú is Director at NPINCAN
Marcela Flores is Brand Leader at B&P
Tomás Sanchez is Marketing Director at NPINCAN
Juanjo Saldívar is Associate Creative Director at B&P
Rocío Vazquez is Copywriter at B&P
Jorge Mercado is Art Director at B&P
Marcelo Almaguer is Motion Designer at Underdog
Mircea Turcan is Guest Web Director at Restate Media
Gabriel Ramos is Guest Director at Neurona Films
Alex Noppel is Guest Director at Respetable Público
Ximena Aguirre is Information Intelligence Manager at GM
Melanie Barajas is Art Director at B&P
Miriam Araujo is Brand Manager at B&P
Erika Ramirez is Development Manager at NPINCAN
Karina Gomez is Brand Manager at B&P
Agueda Anzúa is Public Relations Executive at NPINCAN
Erick Muñiz is Brand Executive at B&P
Daniela Torres is Brand Manager at B&P
Allan Pineda is Copywriter at B&P
Zaida Vazquez is Designer at B&P
Rod Castro is Designer at B&P
Ernesto Zamora is Illustrator at B&P
Salvador Cueva is Photographer at Underdog
Marisol Quintanilla and Ilse Madrigal are Designers at B&P
Marifer Gutiérrez is Brand Executive at B&P
Olga Borda is Intern Designer at -1
Special thanks to Dr. Alejandro Mohar, Dr. Abelardo Meneses and Dr. Laura Suchil at INCAN
Juan Antonio Mateos and Mara Arakelian at Televisa

 

 

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