#AmoMisBolas - Liga Contra el Cancer | Clapboard Ad Archive

Liga Contra el Cancer’s #AmoMisBolas campaign, crafted by Wunderman and launched in Peru in 2018, confronts the rising incidence of prostate, testicular, and penile cancers among young men through a bold, digitally native approach aimed squarely at the 15 to 30 age group. This campaign leverages the power of social media, particularly Instagram, to engage a demographic often resistant to traditional health messaging by introducing a playful yet potent symbolic device: an upside-down hand and heart sticker. By inverting this symbol, the campaign creates a visual metaphor that invites men to commit to their health and encourages them to perform regular self-examinations and medical check-ups. This strategy exemplifies what Clapboard’s 12-format taxonomy defines as FORMAT#3—Symbolize the Problem—where a simple, recognizable visual element encapsulates a complex health issue, making it accessible and memorable. The campaign’s choice of digital stickers and the hashtag #AmoMisBolas activates user participation in a way that normalizes conversations about male cancers, traditionally taboo topics, and reframes them within a context of camaraderie and self-respect. The directness of the message, paired with a fresh, youthful tone, cuts through the clutter of public service announcements by transforming health vigilance into a social movement that is both shareable and personal. Liga Contra el Cancer and Wunderman’s integration of culturally resonant imagery with an interactive digital format demonstrates a keen understanding of their audience’s media habits and psychological barriers to health engagement. Clapboard rates this campaign 66/100 in its global creative archive. This campaign matters to the industry because it shows how public interest communications can harness digital symbolism to break social taboos and inspire preventive health behaviors among younger audiences who are typically underserved by conventional health campaigns.