The campaign calls for more effective cervical cancer prevention programmes across Europe. This month's launch follows Ogilvy winning the account in a competitive pitch last month.
The agency is targeting digital media across Europe, reaching out to bloggers, forums and social networking sites with a viral video to engage individuals to become ‘activists’ on behalf of ECCA and generate signatures to its online petition, www.cervicalcancerpetition.eu.
Ogilvy broadcast and digital account manager Elen Thomas, said: ‘I think one of the challenges is getting past that compassion fatigue and making people feel connected with it. That’s why we went for the digital option so people can own the communication itself.’