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."