Creativity

This Skin Cancer Campaign Plays With Prejudices in a Very Provocative Way

Ads From Argentina Use Racist Language to Describe Melanoma

By Alexandra Jardine. Published on May 26, 2017

Editor's Pick

A new skin cancer awareness campaign from Argentina takes racist prejudices and uses them in an unusual, and highly provocative, way.

Created by The Community for LALCEC (Liga Argentina de Lucha Contra el Cáncer), the films and print ads focus in on three ethnic groups -- black people, Muslims and Latinos -- and use racially prejudiced language to describe what appears to be the people as the camera zooms in towards them.

"They're cruel, they're capable of the worst...they're a threat that knows no boundaries," says the voiceover in the Muslim film, while the Latino execution tells us: "They arrive without permission and take everything you have." "Their color, their appearance...there are plenty of reasons to be suspicious," goes the film featuring a young black man in a hoodie, seen here.

However, as the camera zooms in closer, we see that it's actually focusing in on a mole -- and we realize that the language is being used to describe skin cancer. LALEC has been running the campaign around worldwide melanoma prevention and awareness day on May 23.

While the campaign seems deeply provocative, and we're sure it could offend some, Jose Molla, founder and chief creative officer at The Community, said, "To make sure people don't ignore the symptoms of skin cancer, we needed a campaign that was hard to ignore as well."

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Credits

Date
May 26, 2017
Agency:
The Community
Client:
LALCEC
Executive Creative Director:
Ramiro Raposo
Executive Creative Director:
Fernando Sosa
Creative Director:
Rodrigo Greco
Creative Director:
Mariano Gamba
Creative Team:
Augusto Callegar
Creative Team:
Pedro Mezzini
Group Account Director:
Sebastian Diaz
Account Executive:
Catalina Gay
Director of Production:
Ramiro Capisto
Production Assistant:
Sebastian Garcia
Production Company:
Austria
Director:
Sebastian Sanchez
Executive Producer:
Juan Manuel Menvielle
Director of Photography:
Juan Costamagna
Wardrobe:
Lucia Beruti
Wardrobe:
Delfina De Forteza
Post Producer:
Ignacio Parodis
Sound Director:
Porta Estudio
Editor:
Ignacio Parodis
Music:
Happy Together
Executive Director:
Diego Paonessa

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