The Golden Movement is an initiative to promote awareness of the importance of early diagnosis of childhood and adolescent cancer, a disease that affects about 12,000 children and adolescents each year. With light and playful communication around the theme “Game Over for Childhood Cancer”, the campaign has moved the social networks of important artists and opinion makers, impacting more than 75 million people
For the fifth consecutive year Novice, a brand in the Bettanin cleaning utensil industry, headed the national campaign #MovementDourado, which takes place in parallel with Golden September, the official month of children’s cancer awareness. In partnership with the GRAAC hospital (Support Group for Adolescents and Children with Cancer), the action aims to impact as many people as possible with information that makes all the difference in the fight against the disease, drawing attention especially to early diagnosis.
Inspired by the universe of games, the campaign brings the slogan “Game Over for Childhood Cancer”, transmitting in a light and playful way important information for the battle against cancer. And to help the Novice in this mission, important personalities from the universe of games have engaged in the movement. Only the influencers of the game segment, like Rezende Evil, Leon Martins and Nilce Moretto, from the channel Coisa de Nerd, Bibi Tatto, Bruna Gomes and Cherry took the awareness to more than 40 million people when recording a quiz, answering questions about the disease.
Youtubers mirins also embraced the cause. Manuela, from Manuzinha Star channel, and Milena Lira, from the profile with the same name, prepared special content including a tutorial for assembling paper toys for the campaign. Five paper toys set the tone of the campaign communication, representing, through superpowers, attitudes to combat the disease, such as hyper strength, master intelligence, power of love, great courage e super strength.
Besides youtubers, celebrities and digital influencers also joined the cause, among them the journalist and presenter Chris Flores, who is an ambassador of the Novice brand, and profiles such as Maria Cecilia, of the duo sertaneja, Maria Cecilia and Rodolfo; Sabrina Sato, Deborah Secco, Fabiana Justus and Felipe Neto.
According to the National Cancer Institute (INCA), Brazil has about 12,000 new cases of cancer in children and adolescents per year, an average of 32 per day. The institution points to early diagnosis as the main weapon to fight the disease. In specialized centers such as GRAACC, which has advanced research and treatment, and results considered a reference among hospitals around the world, 70% of children who begin treatment in the initial phase of the disease achieve a cure.
According to the GRAACC, some of the symptoms and signs that should be observed for early diagnosis of cancer are:
- Headaches in the morning and vomiting;
- Lumps in the neck, underarms and groin. Unsolved languages;
- Leg pains that do not pass and hinder the child’s activities;
- Purple spots on the skin, like bruises or red spots;
- Size increase in the belly;
- White glow in one or both eyes when the child comes out in flash pictures.
Many symptoms are common to other childhood illnesses. The difference, when it comes to a suspected cancer, is that they do not disappear within 7 to 10 days. Therefore, after this period, seeking medical help to obtain a detailed diagnosis is essential.
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