Agency: Del Campo Nazca Saatchi & Saatchi, Buenos Aires
A hospital tries to get people to look at cancer in a less hopeless way by turning cells into art
[buenos aires, argentina] A leading hospital in Argentina for cancer treatment is encouraging people to take a positive attitude toward beating the disease with a campaign that depicts cancerous cells as art. Bright swirls of color look like abstract paintings but each ad represents a different type of cancer. Warm oranges, reds and greens in circular shapes are really a skin-cancer cell. Deep blue circles resembling blueberries on a gold background denote a lung-cancer cell. The text at the bottom of each ad reads "Look at [skin or lung or ovarian] cancer another way. Help to overcome it."
Del Campo Nazca Saatchi & Saatchi took the concept a step further by transforming the different images of cancerous cells into genuine works of art, exhibited as though they were paintings at the Palais de Glace, an art gallery in Buenos Aires. The campaign was in response to the desire of doctors at the Hospital Aleman (Spanish for "German Hospital") to try to take some of the fear out of the average person's initial reaction to the idea of cancer, in order to help people think about prevention and early detection rather than just avoid the subject. The doctors also believe that once diagnosed, patients stand a better chance of survival if they are able to be more positive about their chances of living. The Hospital Aleman was founded by Buenos Aires' German community in 1867 after the city survived a devastating cholera epidemic.