Lifetime Latinoamérica’s will put the finishing touches on the revival of its award-winning campaign Valora tu Tiempo (Value your Time), by launching the final phase in October with new content that educates women about breast cancer prevention.

“In one way or another we have all been affected by cancer,” says Boris Felipe, director of on-air promotion at Lifetime. “We want to talk about this sensitive issue with people who do not suffer from cancer and who perhaps don’t want to discuss it.”

The campaign doesn’t focus on the problem, and instead emphasizes prevention.

Lifetime Latinoamérica, which launched in May 2014 in Latin America and currently reaches 39 million homes, introduces new content trends for females through series, movies, and original productions targeted at women aged 18 to 49.

Irene Ochoa, on-air manager at Lifetime, says since the networked launched it was clear “the cause we would support as a channel would be the prevention of breast cancer, since it was relevant to our target audience and, while it is a known condition, most women fail to grasp the importance of self-examination.”

The upcoming final stage of the campaign builds on elements first developed in 2014, and revamped in 2015.

Valora tu Tiempo was launched two years ago, and its initial concept was to appeal to resources that can’t be renewed, such as time and quality of life.

“Time is non-renewable and it has to be valued,” says Felipe. “In particular, women are so involved in their everyday life that they do not take the time to take care of themselves. The campaign invites them to take their time to examine themselves.”

It encourages women to pay attention to their breasts, as expressed in the tagline “Piensa en ellas” (“Think about them”). It’s a call “to women at the heart of our brand,” says Felipe.

The first marketing campaign was developed in October 2014 as a graphic piece that resonated well with viewers on the channel’s social networks, so when designing the 2015 campaign, “we wanted to do something more special,” Felipe said.

The idea of the concept, according to Felipe, was to produce “visual metaphors that illustrated a pair of breasts and showed what may happen to them without the proper prevention, so as to generate a reaction and an emotional connection with the audience.”

“We produced pieces around everyday elements with which people could identify and that had the impact for which we were looking,” says Ochoa.

Fruits, clocks, cups of tea, balloons, candles, light bulbs and other everyday round objects are a common thread throughout all six pieces.

Four of the pieces were named “Ruptura” (“Rupture”). In these, the round elements are presented in pairs, illustrated by a respectful graphic and musical accompaniment. The atmosphere changes when one of the objects in the last pair breaks, giving the message that one in eight women may suffer from breast cancer. The teasers conclude with advice: “Valora tu Tiempo, hazte el examen” (“Value your time, examine yourself”), the channel’s cause.

Another video, also created with everyday round objects, aims to advise women on what they are looking for when performing a self-exam: discharge, symbolized by a baby bottle dripping; changes in skin texture, presented with an orange; dents, illustrated with a deflated ball; marked veins, recreated with cabbage leaves; or lumps, depicted with a balloon.

The last piece describes what is it that women can do to prevent breast cancer, which includes exercising, avoiding excessive alcohol and breastfeeding.

The shades of pink in the teasers “are in line with our brand and the design we chose for this production, which is aimed to create something fresh, while making the greatest possible impact through preventive-care communication,” says Felipe.

Lifetime was pleased with how its audience responded to the campaign.

“The result was very good,” Ochoa says. “Thousands of people have shared, commented on, and viewed the videos.”

Valora tu Tiempo was a finalist at the 2016 PromaxBDA Global Excellence Awards in the categories of Art Direction & Design, General Channel Image Spot; Public Service Announcement Spot or Campaign; Art Direction & Design, Public Service Announcement Spot or Campaign; and Channel Holiday/Special Event Campaign.

All the pieces mentioned aired in October and November 2015, and were revived last March in honor of Women’s Day, as well as in May in time for Mother’s Day. At this last stage, the network incorporated more celebrities to support the cause and call for self examination.

In these pieces, the celebrities themselves support the prevention message and invite women to examine themselves. If the advice comes from a celebrity who represents the brand, “this reinforces and gives credibility to the campaign,” says Felipe.

“We need to remind our audience daily of the prevention message, and not only on October 19, International Breast Cancer Awareness Day, and we need to offer them tools in the form of tips,” says Felipe. “As a channel we care about the well-being of the audience, since we connect with their emotions by offering them unique entertainment, with series and movies exclusively produced by our group.”

RELATED: Lifetime Latinoamérica la Campaña de Prevención del Cáncer de Seno (Version Español)

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