Cancer - 1 out of 500

Copy: every year 1 out of 500 people will suffer from cancer. 1 out of every 500 Caretas magazines includes this warning. It can happen to anyone. Get a checkup.

A powerful ad. But I imagine the media guy started sweating when he heard the creatives wanted to cut his reach by 99.8%. Let's say, for easy math sake, that Caretas magazine has a 100,000 subscriber base (I have no clue). If that were the case only 200 people would have seen this ad. However Caretas is a weekly magazine so as the ad continues to run the odds of a person seeing it go up. What I like about this ad is that it sacrifices reach to achieve impact. They could have churned out another "go get a check up" ad which most people would have flipped right past. Instead they created a an ad that hits you hard if you are lucky (or unlucky) enough to see it. Some might argue that the audeience for this ad is too small, but I bet it convinced more people to go get a check up, which is really all that matters. Excellent thinking by Pragma DDB, Lima, Peru.

via ads of the world


Anonymous said...

Just a guess, but i bet the ad ran in every copy of the magazine, it just said it ran 1 out of every 500.

Thomas said...

That would be lying. People in advertising never lie, do they?

AskACopywriter said...

Either way, the impact on the individual reader would be the same. If it was placed in every issue, would that impact justify the lie of saying it was only in every 500?

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