TEO discovers cancer

Creative project with social impact

Challenge

Every year more than 1,500 cases of childhood cancer are diagnosed in Spain. For many families, facing this reality also means having to explain the disease to their sons and daughters, something for which they do not always have the resources or the words. The challenge was to create a tool that would help to approach this conversation with sensitivity, clarity and without taboos.

Solution

Together with Bayer, family associations and healthcare professionals, we launched Teo discovers cancer: an illustrated story and a website with practical resources that help explain the disease with tenderness and sincerity. The project was amplified with campaigns on networks, actions with influencers and awareness materials.

We devised this book with the purpose of helping families explain cancer to their sons and daughters. This is a project promoted by BAYER, in collaboration with associations of cancer patients' families, the Hospital Sant Joan de Déu, the medical-scientific association SEHOP and oncology specialists from the Hospital Vall d Hebron.

Documentary

To give visibility to the process behind Teo discovers cancer, we made a documentary that collects the testimonies of all the people and institutions involved in the creation of the book. Families, patients' associations, health professionals, illustrators, Bayer representatives... All of them shared their experience, their vision and their commitment to a common cause: to help make talking about cancer with children a little easier. A resource that not only makes the project visible, but also gives a face and a voice to the collective care that lies behind it.

Digital campaign and influencers

We developed a social media campaign to amplify the message and generate awareness on a large scale. We have the support of influencers and public figures such as the soccer player Yeray Álvarez, we launched information pills adapted to different channels.

Involving BAYER

We created an internal communication campaign at Bayer also starring TEO. We even asked children in hospitals to color Christmas cards, which were then given to employees as a tangible reminder of the impact this project can have. An emotional and participatory campaign, designed to unite science, empathy and social commitment.

Winner the pacifier

This creative project with a positive impact was recognized with the award for Best Social Campaign at the Chupete Awards, an award that celebrates excellence in children's communication. A recognition that highlights the importance of speaking with clarity, tenderness and honesty about difficult issues, and that reinforces the power of creativity when it is put at the service of the welfare of children and their families.