Nobody likes to hear about cancer and surely nobody likes to think we might get it someday. However, those who get sick encounter not only with the horrendous symptoms of the illness, but also with shortage of money for the medical expenses. Our client ERGO has a solution for this – Cancer insurance, that will provide you with medical care in case you need it. But how to advertise it, when nobody wants to hear about it? We came up with a plan „V“ (V stands for cancer) campaign.