46664/Coca-Cola - "Friendship Machine"

The new campaign encourages and invites people to undergo preventive studies with the same emphasis with which we check our cars.

Ogilvy Argentina, the Alexander Fleming Institute and the Santos car dealership, an official distribution agent of the BMW brand, joined in a campaign that invites people to become aware of the importance of preventive health check-ups.

Statistics reveal that while 90% of people get their car checked on time, only a mere 40% of the same population undergo health-related check-ups and visits to the doctor.

That is why the "Routine Check" campaign encourages people to think about how we often leave aside self-care, focusing more on material objects than on our health.

Rodrigo Isaia, DGC of Ogilvy Argentina, said that "the idea is based on the insight that as soon as we hear a little noise in the car, we immediately take it to the mechanic, while we tend to ignore our health issues. If we feel something strange, we don't run to the doctor. That is why we decided to bring these two worlds together, mechanics and doctors, to raise awareness of the importance of routine health check-ups, since they can prevent many diseases that, if detected in time, really make a difference".

In the words of Dr. Matías Chacón, Chief of Clinical Oncology at the IAF: "According to American and European figures, 40% of annual cancer cases (8 million out of 20 million) could be avoided with basic preventive measures. As my teachers always taught me: the smartest society is not the one that cures the most, but the one that gets sick the least".