IVECO Is Promoting Prostate Cancer Awareness in Brazil Through Its Blue November Web Series
Prostate cancer is the most frequently diagnosed cancer amongst Brazilian men, and is the second leading cause of death among male cancer patients, according to the Brazilian National Cancer Institute (INCA).
IVECO, a commercial vehicles brand of CNH Industrial, has joined forces with the Blue November movement, which is focused on raising awareness amongst men of the importance of early diagnosis and trying to break down the prejudices which exist surrounding screening. To this end, it has developed a four-episode web series focusing on this issue for the month of November.
The videos focus on raising awareness of the disease, by relating statistics to the world of trucking:
- The number of kilometers driven compared to the number of deaths in Brazil from prostate cancer;
- The average time stopped at a traffic signal versus the time taken to undertake the screening.
The series’ powerful final message is: ‘Given this data, be safe. Taking care of yourself does not limit you, rather it helps you write new stories. ’
For Maurício Corrêa, Marketing Manager, IVECO, South America, the campaign’s motto of 'Do not follow the path of prejudice. Follow the path of self-care, as this takes you somewhere,’ summarizes the brand’s objective. "It is essential that we alert our customers to risk factors and how to prevent this disease."
This campaign follows on from ‘Pink October’ where IVECO, together with other CNH Industrial brands, worked on an information campaign focused on breast cancer.
Blue November was started in Australia in 2003, and was spearheaded by the medical community, the press and civil society. The initiative has already been adopted by more than 20 countries, including Brazil.