Changing the Story: Here’s how this organization raised awareness for breast cancer!

From the desk of Miles Everson:

Do you know why guerrilla marketing holds a special place in my heart?

It’s because campaigns of this type encourage marketers to break free from established norms and find unconventional ways to connect with their target audience.

When done right, guerrilla marketing campaigns capture attention in a unique, meaningful, and engaging way.

Today, I’m excited to highlight another example of this strategy that generated meaningful engagement.

Are you ready to know more?

Continue reading below!

Changing the Story: Here’s how this organization raised awareness for breast cancer!

In 2022, over 2 million women across the globe were diagnosed with breast cancer and 670,000 of them died because of the disease.

The real tragedy?

These deaths could have been prevented with early detection.

Unfortunately, despite advancements in medical practices and technology, awareness and prevention remain to be key issues in the battle against breast cancer.

That’s why in 2023,  Liga Argentina de Lucha Contra el Cáncer (LALCEC) —a dedicated network of volunteers in Argentina committed to fighting cancer through prevention and early detection—launched an awareness campaign for breast cancer.

… but instead of relying on traditional campaigns the organization tapped into one of Argentina’s most beloved cultural spaces: Theaters!

Changing the Story

Buenos Aires, Argentina is home to one of the most vibrant performing arts scenes in the world as it has around 300 theaters where everyone can watch musicals, ballet, comedies, and even circuses.

Given the prominence of the performing arts in Argentina, LALCEC had a unique opportunity to raise awareness for its cause in October 2023, also known as the Breast Cancer Awareness month.

Here’s how the campaign played out…

Throughout October 2023, LALCEC worked with numerous writers and producers to include in the scripts of  32 popular plays  references about breast cancer. As a result, actors involved in selected plays delivered lines about the deadly disease.

What’s more?

Women who bought tickets for the selected plays were given free mammogram procedures and had the opportunity to check whether they have breast cancer or not.

Given all these efforts, was the campaign a success?

YES!

A staggering 100,000 spectators attended performances where breast cancer was seamlessly woven into the narrative. This also led to 60,000 free mammogram procedures.

… but that’s not all!

LALCEC and its ad agency partner,  Grey Argentina, earned accolades from prestigious awards-giving bodies like  D&AD  and  The One Club.

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In a world that’s saturated with so much information, getting a message across becomes a challenging task especially when it’s about a disease that has affected millions of lives.

LALCEC addressed this challenge by tapping into Argentina’s prominent artistic and cultural space to raise awareness for its advocacy of eliminating cancer through early detection and treatment.

By weaving its advocacy directly into the narrative of the performing arts, LALCEC transformed a night at the theater into a catalyst for awareness and action.

So, the next time you think about your next campaign, consider meeting where your target audience is—both physically and emotionally.

This is a surefire way of generating awareness for you and your brand!

I hope you’ve found this week’s guerrilla marketing insight interesting and helpful!

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Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing!

Do you want to know  how one campaign hit the jackpot and made people feel the luckiest during Christmas 2022?

See it in next week’s article!