League Against Cancer - "The League among All Leagues (Board)" by PHNX Awards 2022
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| Title | The League among All Leagues (Board) |
| Title (original language) | La liga de las ligas |
| Agency | VML Lima |
| Campaign | The League Among all Leagues |
| Advertiser | League Against Cancer |
| Brand | League Against Cancer |
| Date of First Broadcast/Publication | 2021 / 6 |
| Product | National fundraising |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | The League Against Cancer is an NGO / nonprofit organization in Peru that tries to prevent cancer with regular checks in every corner of the country. Every year, with a National Fundraising campaign, they collect the money for next year’s cancer checks in every town and low-income home in the country. With the pandemic, The League Against Cancer went almost at bankruptcy since they couldn’t go out to the streets to do their national fundraising campaign. They were forced to do it fully digital, but no one noticed it. They came to us with the problem and said: “We need exposure to get volunteers, donations, and to make sure that everyone talks about our fundraising campaign”. The thing was that we didn’t have a single dollar to spend. We created the Campaign called “The League Among All Leagues”. We only asked a famous football player to help us with one story, telling the world that he was changing leagues after becoming the champion of the Arab league, He announced that he was looking for a league in Peru. The world went nuts, they speculated, even ESPN shared the news on Facebook, once André revelived that the League he was signing for was The League Against Cancer, the conversation turned around our client, who is the League where everyone should be playing at. That single story saved The League Against Cancer, getting a historic record of volunteers, a ridicoulous amount of impressions and triple the donations, compensating for last years losts, and getting donations ahead for the netx campaign. And while the campaign put the cancer conversation on the table, the entire government joined the league, and the congress decided to approve the Cancer Law, which grants cancer medical care for all Peruvians. One Story got us: +427% increase in volunteers (Historic record) +400 influencers signed +6.22 Billion Impressions +$186 Million earned in free media +330% increase in donations +30 Peruvian embassies in the world joined the league The Entire Government Cabinet Joined the league + 20 Municipal Districts joined +120 Brands signed with the league The Cancer Law Approved in congress $0 invested |
| Media Type | Case Study |
| Chief Executive Officer (CEO) | Eduardo Grisolle |
| Executive Creative Director | Tin Sanchez |
| Creative Director | Eduardo Meza |
| Creative Director | Carlos Fernandez |
| Copywriter | Luis Felipe Rios |
| Art Director | Fernando Guerra |
| Graphic Designer | Renzo Zapata |
| Account Director | Sara Roif |
| Account Supervisor | Stephanie Loveday |
| Account Executive | Sofía Chinchay |
| Head of Production | Leoni Lizarzaburu |
| Production Company Producer | Katherina Vilcarima |