JWT Brazil Uses Graffiti Interventions to Raise Breast Cancer Awareness

By Erik Oster 

JWT Brazil, the agency responsible for the “91 Rock Clock” progressive wake-up app and turning Brazilian teen mag Capricho into an iPhone amplifier for Coca-Cola FM has a new project raising breast cancer awareness for A.C. Camargo Cancer Center.

Dubbed the “Anti Cancer Paste Up,” the project uses the graffiti and tagging around Sao Paulo to raise awareness for breast cancer. The narrator of the spot remarks that everyone always assumes the graffiti was done by male artists. So JWT used painted posters over the graffiti of several artists, in each case pasting over an image of a breast with a post-mastectomy image, in an attempt to spread the message that breast cancer “is a real problem and…can happen to anyone.” The WPP-owned agency hopes that the “youthful language” of graffiti can help them reach young women and convince them to get breast exams that can result in a 90% treatment success rate. It’s the kind of innovative and unusual approach we’ve come to expect from JWT, and should turn some heads to raise awareness of an issue that’s much too easy to ignore. Credits after the jump.



Agency: JWT Brazil

Client: A.C.Camargo Cancer Center

Account Team: Yves Rodrigues, Fábio Bastouly

Title: Tinta Contra o Câncer

CCO: Ricardo John

Head of Art: Fabio Simões

Creative Director: Hernan Rebalderia, Santiago Dulce

Copywriter: Lucas Tristão

Art Director: Filipe Cuvero, Brunno Cortez

Agency Production Director: Marcia Lacaze

Agency Producer: Fafa Oliveira

Film Production Company:  Bando

Director: Pedro Gomes

Sound Production Company:  Shuffle  Áudio

Client’s Approval: Irlau Machado, Adriana Braga, Luciana Del Nero, Danielle Lago