HOY by Havas in Collaboration with FUCA, Racing Club and Kappa Introduce, "Shield Against Cancer"

Oct. 10, 2023

Under the claim, "Early prevention is the best shield against testicular cancer", HOY by Havas has developed an awareness campaign with FUCA, Racing Club and Kappa to detect testicular cancer at an early stage. 

The creative team have 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 in their social media contents, 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. 

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

Maria Lujan Donaire, Executive Creative Director in HOY by Havas said:

"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"

 

Dr. Matias Chacon of FUCA added:

"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."

 

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%.