the campaign devised by Havas Group

Lima.- Havas Group maintains its commitment to support the development of campaigns that seek to transcend and achieve a great social impact in the country. For this reason, it has been working in collaboration with the League against Cancer in Peru for the design and production of advertising campaigns that contribute to the prevention and reduction of cancer cases.

Recently, the agency carried out the “Capture el Cancer” campaign, a breast cancer prevention campaign that reached records of preventive exams for the brand, achieving a significant reach in the media and effectively reaching the target audience (women in the country). . For this beginning of the year in a new stage, Havas Group has developed Solar Octagons: the campaign for the prevention of skin cancer.

The objective is to reduce the prevalence of this disease and maintain the continuous use of sunscreen. In fact, each year, approximately 1,282 new cases of non-melanoma skin cancer are discovered in the country, and it is considered one of the highest mortality compared to other cancers.

In Peru, the law establishes that certain products carry warning octagons to inform us about the risk of excessive consumption. “In the same way, it happens with exposure to the sun, which illuminates us, which gives us life, but in excess and without care it can be very dangerous for people. That’s where the idea for the campaign was born,” says Mauricio Fernández-Maldonado, Chief Creative Officer at Havas Peru.

It is worth mentioning that Peru occupies the first place in the world in presenting high levels of UV radiation, so now in the summer months, it is necessary to take care of yourself and protect yourself from the sun and carry out preventive check-ups once a year.

“At Havas Group we work to have a significant impact on society. We take this philosophy to all our clients and well, what better if we can also have the possibility of helping. For this reason, we commit ourselves in each campaign to which we are invited and to generate, from our experience, simple but powerful messages that effectively penetrate the target audience and thereby achieve the objectives that are sought,” says the creative.

Team

Mauricio Fernández-Maldonado leads the Havas Group creative team in charge of developing the Solar Octagons campaign. He is one of the creatives with the most national and international recognition.

The campaign was launched on January 6 and will be valid for two months. It will have pieces on TV, digital, OOH and BTL pieces (activations) that will take place on the main beaches of Lima. Each one designed to achieve the goal of raising awareness in the population about the importance of protecting oneself from UV rays in these summer months.

“In Havas we have a great differential and it is the fact of working really integrated, making the idea be thought from the middle, a value that makes the difference”, concluded the executive.

Datasheet:

Chief Creative Officer: Mauricio Fernández-Maldonado Cánepa

Creative Director: Marco Contreras

Art Director: Carlos Valladolid

Creative team: Andrés Pacora, Andrea Lozana, Kevin Mavila, Marco Contreras, Mauricio Fernández Maldonado

Production Director: Giuliana García

Production Supervisor: Anggello Franceschi