La Ligue Contre le CancerÉquipe de France contre Cancer

REQUEST

• Increase donations by raising the profile of French cancer charity Ligue Contre le Cancer and its 103 local committees, on the ground and in the media

• Inform the general public of the importance of mobilising against cancer

IDEA

Set up the largest possible team to combat cancer: “the Equipe de France Contre le Cancer (EFCC)”, with artists and sports personalities.

DEVICE

• Design a visual inspired by the American “Heroes” series, combining celebrities, volunteers and the EFCC team jersey

• Design and manufacture a large number of Equipe de France Contre le Cancer team jerseys, as a symbol of support for the EFCC and for PR purposes at TV events

• Build a dedicated website for joining Equipe France Contre le Cancer by taking up certain challenges: www.ligue- cancer.net/efcc

• Organise launch event held on 9 March in Paris, when a giant jersey (15x23m) was hoisted up in the Place de la Bastille

• Manage multimedia campaign via TV, posters, print and the web

RESULTS

• 6 million people reached

• 760,000+ challenges taken up on the website

• 3,500+ posters (2m2) and 100 4mx3m posters displayed at 320 French stations

• Distribute postcards featuring the campaign to 2,631 outlets, and 550 indoor media displays

• TV commercial broadcast more than 250 times

• Extensive media coverage: France 2, Direct 8, BFM TV, I Télé

• Concept retained in 2011 and 2012