U.S. HISPANIC
Bilingual film from alma and MSK Cancer Center encourages early screenings
5 de febrero de 2024
Late uses storytelling to raise awareness around routine screenings on World Cancer Day
Cancer is the leading cause of death among Hispanics, and to raise awareness around this statistic, cancer treatment and research institution Memorial Sloan Kettering Cancer Center partnered with Miami-based creative agency alma to produce and launch a bilingual Public Service campaign that promotes the importance of cancer screenings. The campaign includes a short film, Late, which premiered on February 4 on World Cancer Day, a global event where cancer awareness takes center stage.
As a key asset for the total campaign, the short film, Late, was directed by Rodrigo García Saiz, who has a special connection to the film’s story, having been treated for cancer himself in the past. The film from the director tells a love story that’s shaped by the moments of being late, while also reminding viewers of the moments where timing is everything.
“Every year, an estimated 46,500 individuals within the Hispanic community succumb to cancer,” said Diane Reidy-Lagunes, MD, MSK. “As we mark World Cancer Day, MSK is proud to share the compelling story, Late, which serves as a poignant reminder of the profound impact of timely actions on our well-being and the importance of regular cancer screenings. Annually, a heartbreaking number of individuals in the U.S., especially within the Hispanic community, grapple with the harsh reality of late-stage cancer diagnoses. Through this film, our goal is to forge connections globally, inspiring everyone to recognize the urgency of punctuality in matters of health, to champion screenings, and ultimately, to be the driving force in saving precious lives.”
In addition to premiering at the Ibero American Film Festival in Miami, Late will be screened at the San Diego Latino Film Festival in March, and will run on donated national and local media across TV, digital, social, OOH and print through the end of May.
The film and corresponding campaign assets were made to help raise awareness around the statistic that Hispanics are more likely to have their cancer diagnosed at a late stage, when treatment is usually more invasive and less successful. Cancer screenings, which means having routine checkups even without necessarily presenting symptoms, can help catch disease early when there are better odds for treatment. This powerful, emotional PSA prompts viewers to get screened, and aims to reach as many as possible to help them understand the importance of being on time with their health.
“As an agency that’s rooted in Hispanic culture, we were honored to partner with Memorial Sloan Kettering Cancer Center to produce a beautiful story and film that makes connections with families everywhere,” says Monica Marulanda, executive creative director, “As the Hispanic population is often more affected, we were proud to be able to work with Rodrigo García Saiz and bring to life an emotional story that’s rooted in Hispanic, but that could touch people’s hearts everywhere, and even better, inspire them to schedule their next screening.”
The campaign’s key call to action drives viewers to visit GETCHECKEDATIEMPO.COM, where they can watch the film, learn more about screening guidelines for various types of cancer, obtain information and resources related to costs and insurance coverage, as well as find local screenings locations.
