The Med Center campaign looks very medical, until people take a closer look at the details. Body parts plagued with early stages of cancer are likened to evil historical icons. Yet these characters, including Joseph Stalin, Charles Manson and Mao Zedong are depicted in their youth. The accompanying tag line, "Eradicate before its too late," is even more ominous than a person would first assume due to the terrible connections drawn between their evil actions and cancer.
Conceived and executed by Grupo Rai, an ad agency based in São Paulo, Brazil, the Med Center campaign is very powerful even in its simplicity. The studio writes, "We tried to show that prevention is the best medicine against the cancer."
Villainous Cancer Campaigns
The Med Center Compares Early Stages to Young Evil Historical Icons
Trend Themes
1. Prevention-based Campaigns - Opportunities for ad agencies to create prevention-centric campaigns that educate on early-stage cancer detection and drive people toward their healthcare providers.
2. Controversial Advertising Campaigns - Opportunities for ad agencies to create provocative campaigns that capture attention and create awareness for important causes.
3. Out-of-the-box Communication - Opportunities to create unconventional campaigns that maximize communication's impact and evoke emotions from audiences.
Industry Implications
1. Advertising Industry - An opportunity for ad agencies to create effective campaigns that promote public health, break stigmas and shift awareness of pressing health issues.
2. Healthcare Industry - An opportunity for healthcare providers to maximize impact of awareness campaigns, encourage early-stage cancer detection and preventions.
3. Entertainment Industry - An opportunity for creatives in film, games, music and television to bring awareness to serious health issues through storytelling and culturally relevant themes.