Leo Burnett Colombiana S.A. created Cancertweets, an act that makes people feel what it is like to have cancer and how easy it is to ignore it. We created 7 Twitter accounts that represented 7 types of cancer and 'spread out' the virtual cancer throughout thousands of accounts. Virtual cancer acted as a real cancer: at first, it followed silently. Then, it started to manifest itself subtly; finally it expressed its symptoms directly. Virtual cancer stopped following those who detected it on time. Those who ignored it received a final message.

 

 

 

 

 

 

 

 

 

 

- 3 months of planning. 
- 4 months in action on Twitter. 
- More than 20 million of potential impacts on Twitter. 
- After this action, League Against Cancer Twitter account increased their followers up to 900% 
- During the action, we got thousands of free RTS. 
- Twice Trendtopic in Colombia with #cancervirtual. 
- 12 different countries talked about cancertweets on different media. 
- Free press in more than 70 digital newspapers, including the BBC in London. 
- As in real life, 99% of users detected the virtual cancer in their critical stage.
 

CANNES - Grand Prix for Good - Lions Health | 2014
CANNES - Gold Lion - Health & Wellness | 2014

CANNES - Shortlisted - Health & Wellness | 2014

CANNES - Shortlisted - Branded Content | 2013

ONE SHOW - Merit Award - Interactive | 2014

ONE SHOW - Merit Award - Interactive | 2014 

ONE SHOW - Merit Award - Social Media | 2014

CLIO - Gold - PR | 2013
CLIO - Bronze - Digital | 2013

LONDON - Silver - Public Service | 2013
LONDON - Bronze - Direct | 2013
LONDON - Bronze - Guerrilla | 2013

NEW YORK - Shortlisted - PR | 2014

NEW YORK - Shortlisted - Direct | 2014

NEW YORK - Shortlisted - Digital | 2014

WEBBY - Honoree - Public Service & Activism | 2013

SOL - Gold - Digital | 2013
SOL - Gold - Health | 2013
SOL - Silver - Integrated | 2013
SOL - Silver - Direct | 2013
SOL - Silver - Digital | 2013
SOL - Silver - Promo & Activation | 2013

EL OJO - Gold - PR | 2013
EL OJO - Silver - Interactive | 2013
EL OJO - Silver - Direct | 2013
EL OJO - Bronze - Integrated | 2013

FIAP - Oro - Direct | 2013
FIAP - Silver - PR | 2013

WAVE - Gold - PR | 2013
WAVE - Silver - Direct | 2013

EL DORADO - Bronze - Creative Effectiveness | 2014
EL DORADO - Gold - Cyber | 2013
EL DORADO - Gold - Media | 2013
EL DORADO - Gold - PR | 2013

EFFIE - Silver - Media Idea | 2013

P&M TOP 10 - Best Digital Strategy | 2013