MACMA / Donde Quiero Estar / Directorio Legislativo - "A Day to be Aware"

Agencia Hermana Buenos Aires, Argentina

4149

This ad is part of the ACT Responsible Collection

Brand: MACMA / Donde Quiero Estar / Directorio Legislativo
Country: Argentina

Advertiser: MACMA

Title	A Day to be Aware
Agency	Agencia Hermana
Campaign	A Day to be Aware
Advertiser	MACMA
Brand	MACMA / Donde Quiero Estar / Directorio Legislativo
Date of First Broadcast/Publication	2020 / 10
Business Sector	Disease Awareness, Support Groups & Associations
Story	Created by Hermana and produced by Poster for MACMA, Donde Quiero Estar and Directorio Legistativo, this piece shows the whole picture of gender inequalities involved in breast cancer detection and treatments.
Philosophy	Marking the occasion of the International Breast Cancer Awareness Day, Hermana, the first Argentine agency created from a gender perspective, developed the new campaign for MACMA, Donde Quiero Estar and Directorio Legislativo. The goal was to change the point of view: what if in addition to telling women to have check-ups and treatments, we ask ourselves what are the barriers they have to face? #ADayToBeAware (#DetectemosLoDemás in the original Spanish version) is a mobilizing video co-created with breast cancer patients and former patients who shared their real stories. The process also had a special focus on incorporating female creatives and director. It was directed by Dana Campanello (Poster), with a diverse casting that included the participation of feminist activists like the plus size model Brenda Mato and actress Dolores Fonzi.
Media Type	Digital
Length	95 seconds
Founder	Cintia González Oviedo
Head of Strategy	Cintia González Oviedo
Founder / Executive Creative Director	Melanie Tobal
Copywriter	Elizabeth Stellavato
Art Director	Mariela Pettinati
Production Company	Poster
Director	Dana Campanello
Executive Producer	Mariano Echarri
Executive Producer	China Pla
Attend Director	Paulina Dana
Director of Photography (DOP)	Santiago Cantillo
Art Director	Magdalena Peralta
Costume	Greta Ure
Post Production Coordinator	Lucia Lamboley
Editor	Daniela Medina Silva
Soundtrack	Papamusic
Mix	Papapost
Colorist	Daniela Medina Silva
Colorist	Santiago Cantillo
Advertising Manager	Victoria Viel Temperely
Advertising Manager	María Paula Castillo
Advertising Manager	Mercedes de los Santos