Cancer has a critical phase: the metastasis. It's the spread of disease across the body beyond the primary site of the cancer. To change the perception of a concept so charged with negativity, Momentum Chile created the 'Metastasis of Love: Because Love also Branches out' for the relaunch of the FALP Oncology Institute. The institute is a leader in Chile and Latin America, and has debuted the campaign to promote the opening of its new building in Santiago city.
“When you are diagnosed with cancer, there's another metastasis: the love of your family, your friends, colleagues, even people you didn't know. It is a movement of love, with each of them accompanying you on the road to fight disease,” said José Ignacio Solari and Renzo Vacarisas from McCann Worldgroup Chile. “We wanted to show the light within it that may seem a shadow.”
This is the first time that the Fundación Arturo López Pérez (FALP Oncology Institute) has presented an integrated campaign of this kind, investing in mass media, traditional media and digital media, alongside endomarketing, where 3 TVCs were introduced with three main stories showing that family and friends play an important role in the journey of each person. With the most advanced technology, the best team of experts at FALP and the Metastasis of Love, together we can overcome cancer.