Grey: LALCEC’s The Postponed Day

In Argentina, the challenge of encouraging women to prioritise their health by undergoing annual breast check-ups posed a significant problem in the fight against breast cancer. Alarming statistics revealed that 40% women at risk-age failed to undergo their annual mammograms, and a shocking 20% had never had one, citing a lack of time or caregiving and work responsibilities. To address this issue and save lives through early detection, Grey Argentina worked with LALCEC to devise a creative solution aimed at raising awareness and inspiring action.

The campaign recognised the inadequacy of a single awareness day, such as International Breast Cancer Day, in addressing the continuous influx of breast cancer cases worldwide. A compelling approach was needed to resonate with women and motivate them to take prompt action.

Grey Argentina strategically employed PR and social media as the foundation of their idea, engaging 30 of the largest NGOs in the country to postpone their campaign launches around World Cancer Day on October 19th. This delay mirrored the tendency of women to postpone their health check-ups. Using the hashtag #Don'tPostponeYourself, Grey Argentina successfully amplified the campaign across over 50 media outlets, urging each woman to prioritise her health and schedule her annual mammogram. Each day, until November 1st, the campaign launch was further postponed, garnering an additional day of national and international media coverage for the message.

The impact of the campaign was measured by the awareness generated and the conversion rate in terms of increased mammograms performed. The results surpassed the initial goals, with a total organic, PR and influencer reach of 40,678,846 individuals. The campaign achieved an impressive 200% increase in mass media reach compared with the previous year and a staggering 230% increase in the value of advertising placement at $6,137,520. Most importantly, Grey Argentina successfully influenced a remarkable 275% increase in the number of mammograms conducted, reaching 1,500 screenings compared with the previous year. Furthermore, the campaign resonated with over 6m individuals on social media, significantly expanding its reach from the previous year.

The impact of the campaign extended beyond metrics, making a meaningful difference in the lives of Argentine women. Through the amplification achieved under the hashtag #Don'tPostponeYourself, Grey Argentina sparked conversations about breast cancer across over 50 communication channels. By inspiring women to prioritise their health and undergo annual mammograms, Grey Argentina empowered them to take control of their well-being, detect potential breast cancer at an early stage and save lives.

The campaign was also awarded a Gold Pencil in Traditional Media Relations at The One Show 2023.