Shield against cancer: HOY by Havas in collaboration with FUCA, Racing Club and Kappa

Early prevention is the best shield against testicular cancer.

It was this claim that inspired HOY by Havas to developed an awareness campaign with FUCA, Racing Club and Kappa to detect testicular cancer at an early stage.

As a result, it spent 4 weeks modifying the logo of one of the most important soccer clubs in Argentina, Racing Club.

It´s modified shield has been published across its social media, profile pictures and even press around the world.

Racing´s shield presented a slight bulge that went unnoticed in the first days - as it usually happens with testicular cancer.

As the days went by, the bulge in the logo grew larger, until the first wake-up call appeared.

Racing´s shield presented a slight bulge that went unnoticed in the first days, as it usually happens with testicular cancer.

As the days went by, the bulge in the logo grew larger, until the first wake-up call appeared.

We let the conversation grow, until the fourth week when Juan Ramón Fleita, Racing idol and cancer survivor, revealed the mystery behind the bulge and explained that it was an awareness campaign about testicular cancer.

“Shield against cancer is a campaign made to support FUCA ( Cancer Foundation, Research and Education Prevention) that filled us with pride. We achieved a huge 100% organic impact with the power of a good idea. It was a pleasure working once again with the wonderful Racing Club to generate a social campaign with so much social impact campaigns. This time, in collaboration with Kappa, a key partner to change the shield” said María Luján Donaire, executive creative director in HOY by Havas.

"For FUCA, this campaign with Racing and Kappa is very important because it allows a lot of men to talk about their bodies without taboos and to request information about testicular cancer. This analogy created with the Racing logo helps in reminding us that we have to take care of our bodies and pay attention to them; and if we feel any pain, we can talk about it. This behaviour and going to the doctor makes the detection and cure easier," adds Dr. Matías Chacón of FUCA.

Víctor Blanco, president of Racing club, summed up the character that distinguishes the institution: "People and their well-being are the pillars of our management. We are a club that prioritizes social responsibility. Solidarity Racing and Integrated Racing are departments that are recognised by the AFA and mentioned by FIFA. For this reason, anything that aims to improve the quality of life, as in this case the prevention of a disease, is something that we are committed to. We did it last year and every time we are called upon for similar campaigns, we will be there".

In terms of results, after 25 days of campaign and 456 edited photos in real time during the course of 6 games, we reached +72 million organic users, +4 million social media interactions and a huge media coverage in Argentina and around the world; but most important, we increased testicular cancer mentions in our country by +594%.

Credits

FICHA TÉCNICA COMUNICADO EN INGLÉS

COO: Elina Mendez
ECD: Malu Donaire
Head of Craft & Innovation: Hernán Damilano
Creative Directors: Santiago Ledesma - Damián Palopoli
Sr Art Director: Charlie Meza
Sr Copywriter: Kike Raboy
Creative & Awards Coordinator: Lola Manzu
Account Supervisor: Noelia Monte
Strategy Director: Rodrigo Foussat
Data Analyst: Guadalupe Sola
Production Coordinator: Marcelo Vega
House Production: HOY by Havas
Director & film maker: Hernán Damilano
Dron crew: Sebastián Palonsky
Editor: Adrián Fernández
Music: Machete Música
Music producer: Santiago Vardé.
Sound Design: Ignacio Guidobono, Santiago Vardé.
Voice Over: Francisco Paz
PR Director: Noelia Lezcano
PR Agency: Moscú

Client:
FUCA: Dr. Matías Chacón - Pro Tesorero
Racing: Alex Caniza, Fernando Otero, Mauro Mesler, Andrés Santos, Antonella Tammaro, Roberto Martinez, Guillermo Bermudez, Bautista Persa, Rodrigo Valle, Felipe Meaños, Pablo Ruiz
KAPPA: Victoria Crivelli