Ausonia Invites Women to Overcome Their Fear of Ageing in Its Latest Campaign against Breast Cancer

Nobody likes to age, but socially, this fact generates a particular aversion among women, who often have great concern about the appearance of wrinkles, grey hair, or any other physical change associated with ageing. However, for women who have overcome cancer, ageing is a gift that should be celebrated every day. This is the reflection that Ausonia proposes through its campaign on World Breast Cancer Day, inviting women to overcome their fear of ageing and prioritise their health.

For the campaign, negative reactions of different young women who see themselves through an ageing filter have been recorded. On the other hand, the opposite reaction to the same filter is shown by a breast cancer survivor named Marta, who is 25 years old. The result can be seen in the video of the campaign ‘We Want to See You Get Old’, created by the agency VMLY&R Spain in collaboration with the production company Hogarth.

A filter to celebrate ageing and support breast cancer research

To invite more women to join this campaign, and coinciding with World Breast Cancer Day on October 19th, Ausonia has created a filter to encourage people to embrace their age without reservations, using the hashtag #IWantToSeeYouGetOld on social media. This initiative aims to contribute to breast cancer research, the first leading cause of death among women. 

For every photo posted on social media with the filter, Ausonia will donate one minute to the Spanish Association Against Cancer. Brand ambassadors like Marta Sánchez, Chenoa, Eugenia Osborne, as well as other national influencers (Violeta, Ana Fdez Padilla, Anita Matamoros, and Lola Lolita), have participated in the initiative by using the filter and encouraging conversation and its use to accumulate more minutes.

This awareness campaign is just one more contribution to Ausonia's commitment to supporting breast cancer research. The brand has been supporting research into this disease for over 15 years in collaboration with the AECC to develop more effective treatments that improve and extend the lives of women. Thanks to this commitment, the brand has already donated more than 2.5 million euros to research.

As in previous years, the agency responsible for the creative development of the campaign was VMLY&R Spain, this year with the support of the production agency WPP Hogarth. The creative team at VMLY&R stated, "With this year's campaign, we once again wanted to help Ausonia continue spreading its support for research while generating a conversation among women. Through this video and filter, we wanted to dispel the negative perception many women have about ageing, encourage them to celebrate it with pride, and prioritise their health above all."