Throughout Israel, things have been getting stuck. It began with Instagram posts. Then it spread to movie trailers, radio broadcasts, live TV broadcasts, YouTube pre-rolls, live theatre performances…
The stunt, by BBR Saatchi & Saatchi, was an awareness campaign for the Stop Cancer association. Its aim was to highlight what happens after young adults 18-40 receive a cancer diagnosis. They get stuck. Young cancer patients (and even recovering young cancer patients) can’t get a mortgage. Women cancer patients are not told to freeze their eggs (in spite of what cancer treatments may do to their ability to conceive & have a baby). 60% are not hired back to work.
Every day in Israel, ten young adults ages 18-40 find out they are have cancer. Still, the country’s support system does not recognise this age category as a population with special needs.
#The_Cancer_That_Stuck_Me launched to coincide with the first Young Adult Cancer Awareness Week and was carried out on every media platform available.
Watch the case study:
Credits:
Advertising Agency: BBR Saatchi & Saatchi, Israel
Chief Creative Officer: Yaron Perel
Creative Director: Kobi Cohen
Art Director: Gali Divon
Chief Executive Officer: Ben Muskal
Account Supervisor: Moran Darzi
Account Executive: Adva Aviad
Media Strategy Manager: Ronit Shekel
Marcom Director: Eva Hasson
VP Content & Production: Iris Yisraeli
Producers: Livnat Alon
Photographer: Ron Kedmi
Video Photographer: Leehou Porat
Video Editor: Tom Lin
Original Music: Yaya Cohen Aharonov
Studio BBR Manager: Yaron Keinan
Studio BBR: Zehava Gonen Greenberg, Masha Varshitsky, Noam Carmel, Jenny Gindus, Eyal Vinitzer, Gabi Levi Elkayam & Robert Mizikovsky
Tal Center non-profit organisation Team:
CEO & Stop Cancer project manager: Shira Segal Kuperman
Chief Executive Officer of Foreign relations & resources developing: Saar Amir
Operation& publicity manager: Shani Adelshtein
Tal Center Founders: Zohar & Yankale Yakobson
Ben Horin & Alexandrovitz Public Relations Team:
Head of Public Sector Department: Amit Melnik
Team leader: Ortal Elias
Media consultant: Yuval Mor
Client: Stop Cancer
Marketing & Strategic Manager: Adi Muggia
Community & social network Manager: Yifat Mor
Minisite Content Manager & copywriter: Sharon Shinar
Minisite Technical operator: Liran Rozen (Anova company)
