Ausonia invites women to overcome their fear of aging in its latest campaign against breast cancer

Nobody likes to age, but socially, this fact generates a particular aversion among women, who often have great concern about the appearance of wrinkles, gray hair, or any other physical change associated with aging. However, for women who have overcome cancer, aging is a gift that should be celebrated every day. This is the reflection that Ausonia proposes through its campaign on World Breast Cancer Day, inviting women to overcome their fear of aging and prioritize their health.

Published On
Nov 13, 2023


For the campaign, negative reactions of different young women who see themselves through an aging filter have been recorded. On the other hand, the opposite reaction to the same filter is shown by a breast cancer survivor named Marta, who is 25 years old. The result can be seen in the video of the campaign "We Want to See You Get Old", created by the agency VMLY&R Spain in collaboration with the production company Hogarth.

To invite more women to join this campaign, and coinciding with World Breast Cancer Day on October 19th, Ausonia has created a filter to encourage people to embrace their age without reservations, using the hashtag #QuieroVerteEnvejecer on social media.

For every photo posted on social media with the filter, Ausonia will donate one minute to the Spanish Association Against Cancer. This awareness campaign is just one more contribution to Ausonia's commitment to supporting breast cancer research.

"The aim of this campaign is to spark meaningful conversations among young women about the importance of taking care of their health and reducing their fear of ageing. It was a privilege to have Marta, a brave breast cancer survivor, share her inspiring story and help us get the message across," says Jose Manuel Martin Martin, Baby Care & Ausonia Communications Director at Prcoter & Gamble.

As in previous years, the agency responsible for the creative development of the campaign was VMLY&R Spain, this year with the support of the production agency WPP Hogarth. The creative team at VMLY&R stated: "With this year's campaign, we once again wanted to help Ausonia continue spreading its support for research while generating a conversation among women. Through this video and filter, we wanted to dispel the negative perception many women have about aging, encourage them to celebrate it with pride, and prioritize their health above all."


Nov 13, 2023
Brand :
Client :
Procter & Gamble
Agency :
Senior Brand Director - Europe Pads Design and South Europe Delivery :
Ania Sella
Global Brand Manager :
Jordi Ballesteros
Senior Brand Builder - Iberia Pads Design & Base Business :
Orestis Foteinias
Iberia Feminine Care Brand Director :
Eirini Sotiriou
Senior Brand Manager Evax - Ausonia & Tampax :
Paloma Carceller
Chief Creative Officer :
Paulo Areas
Executive Creative Director :
Adrián Ríos
Creative Director :
Lídia Valls
Creative :
Hanely Jimeno
Creative :
Sara Ortiz
Creative :
Agustín González
Business Director :
Mª Ángeles Cobo
Account Director :
Mercedes Aneiros
Account Supervisor :
María Mira
Strategic Planning :
Nieves Durán
Strategic Planning :
Vanessa González
Production :
Hogarth Spain
Producer :
Anna Cuevas
Producer :
Rebeca González

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