Israel Cancer Association Breast and Ovarian Cancer: Mother & daughter


WHAT ELSE DO YOUR GENES HAVE IN STORE FOR YOU? Do you have a family history of breast or ovarian cancer? You can reduce the risk and increase your life chances.

Find out today if you're at risk: by showing pairs of real mothers and daughters and the way they look the same, we saw the power of genes in the family. the genes that can make us get breast or ovarian cancer can be located easily.

We demonstrated the similarity in the family and encouraged young women to check their family medical history and by that increase their life chances. we pictured mothers and daughters and mixed up half of each person face. the campaign was launched in Israel's main newspapers during October which is the breast cancer awareness month.

Advertising Agency:Gitam BBDO, Tel Aviv, Israel
Executive Creative Director:Shani Gershi
Creative Director:Sagi Blumberg
Art Director:Tamar Dvir
Copywriter:Ran Allon
Account Manager:Reut Doron, Tal Nir
Planner:Hila Tamir
Studio Manager:Meirav Peled
Account Executive:Adar Musai, Eliran Benyamini
Retoucher:Alex Melik-Adamov, Tom Hahn
Production Manager:Omer Kandel
Producer:Sarit Yechezkel
Makeup Artist:Hila davidovitch
Photographer:Itay Reiss
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