Creative Civilization Unveils Spanish Language Spots For American Cancer Society.

San Antonio-based Creative Civilization mixes traditional Hispanic family values with a contemporary film and edit-style for its newest “Mi Vida” (My Life) campaign for the American Cancer Society (ACS). The spots are part of the American Cancer Society’s first-ever comprehensive campaign designed specifically to reach Hispanics with its early detection message.

“Research shows that while the cancer incidence among Hispanics is average, their mortality rate is higher,” says Adolfo Aguilar, Chairman and Chief Executive Officer of Creative Civilization. “This means that most Hispanics have not embraced the value of early detection. The goal of the campaign is to change the Hispanic behavior of going to the doctor only when we are sick. We want the Hispanic community to understand that early detection examinations can keep us healthy, which means we can be with our family and loved ones longer.”

Seven 30-second Spanish and English-language television ads feature actual cancer survivors and their families. The cancer survivors from New York and Florida narrate the spots as they are seen enjoying time with their family in familiar settings, such as outdoor cafes, parks and restaurants. The emotional spots emphasize the important concept of family while helping Hispanics take control of their personal health. Each spot ends with the cancer survivor turning to the camera and saying, “If I love my family so much, shouldn’t I give them what they want? My life.” Si amo tanto a mi familia, ¿porque no les doy lo que ellos quieren?…Mi vida.”.

During the filming of the spots, Creative Civilization realized it was working on something unique. The agency discovered that many of their own agency staff and production crew had been touched directly or indirectly by cancer. From wardrobe people and the extras to the director, the shoot became an important and necessary project for everyone involved.

“These spots are also unique because the American Cancer Society is solely targeting Hispanics with this first-ever broad-reaching effort,” says Gisela Girard, President and Chief Operating Officer of Creative Civilization. “The spots are not simple translations from English to Spanish. In actuality, the Spanish spots were conceptualized first and then translated into English, which created a more compelling message for the Hispanic community.”

Last year, Creative Civilization successfully piloted the “Mi Vida” campaign for the American Cancer Society’s Texas Division, targeting that state’s Hispanic population. The initial campaign resulted in a significant increase in calls to the American Cancer Society’s national call center, demonstrating extensive ad awareness, ad effectiveness and the tremendous need for information regarding cancer.

The American Cancer Society is the nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer through research, education, advocacy and service. For bilingual information about cancer, call toll-free anytime 1-800-ACS-2345 or visit the American Cancer Society Web site at www.cancer.org.