Ten years ago, Samsung started working with the Spanish Federation of Breast Cancer (FECMA), collaborating and promoting different initiatives with the aim of raising funds and supporting research projects.

To mark the 10th anniversary of this collaboration, both FECMA and Samsung wanted to do something more: capture the attention of the media to encourage donation and give visibility to all those who fight against cancer. With the fundraising. With the funds raised we wanted to allocate one part to the research and another part to the donation of 3 ultrasound machines.

The challenge was to come up with a strong idea, to command attention in the newsrooms and let them see there is another war that goes totally unnoticed: breast cancer. One of the biggest and toughest battles of our time and one that affects 1 in 4 women.

Samsung & Fecma introduces War Correspondents on Breast Cancer, an poignant photo report that aims to recognize and give visibility to the commitment and intense work of all those who fight daily against breast cancer.

A unique journalistic project, captured through the eyes of the Pulitzer Prize winning Spanish war photojournalist Manu Brabo. He exposes the disease from a never before seen point of view. A report that unites two different but surprisingly similar worlds.

An exhibition of 42 photographs, a documentary and a special book in the format of the photographers personal files.

For each view of the documentary online and for each download, Samsung donated €1 to FECMA.

Who: Samsung
Where: Cheil Spain
What: Idea, Copywriting and Art Direction/ Creative Supervision
When: 2018

Awards:

Bronze Lion in Health & Wellness 
11 Shortlist in CSR/Mailing/Entertainment/Health & Wellness/Design

Gold in Digital and mobile
Gold in Production
Silver in Integrated campaigns
Bronze in Sales activation
Bronze in PR