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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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‘The Safety Touch,’ ‘Lightning Rod Billboard’ by Leo Burnett Bogota Serve as Life Savers

A protective billboard and a breast cancer self-exam mobile app score 7+ on the GPC scale

Liga Contra El Cancer’s “The Safety Touch,” GPC Rating: 8.0

Leo Burnett Bogota helped Liga Contra El Cancer stress the importance of performing breast cancer self-exams through “The Safety Touch.”

Even with society’s growing effort to educate and protect women from breast cancer, 95% of women still forget how and when they should perform self-exams.

Liga Contra El Cancer spotted an opportunity to reach women on the one device they look at more than 180 times a day: their phones.

Liga Contra El Cancer created a unique mobile app that reminds women every month how and when to do a self-exam. After a person installs the app and answers several questions about their menstrual cycle, the phone’s unlocking system mimics the diagnose pattern it takes to perform a self-exam.

Seguros Bolivar’s “Lightning Rod Billboard,” GPC Rating: 7.6

The agency also brings Seguros Bolivar’s mission to provide people with tranquility into action through a technologically advanced billboard.

Bogota, Colombia, is one of five cities with the heaviest lightning activity in the world. With the country’s tropical location and high solar radiation, Bogota experiences roughly 200 storms a year, resulting in a high number of deaths, fires and destruction.

Seguros Bolivar Insurance wanted to offer the city a sense of tranquility—something the company works toward every day. With the guidance of engineering and energy management experts, Bolivar created the Lightning Rod Billboard, a billboard that detects and prevents damaging lightning strikes. Overlooking a popular street, the billboard protects hundreds of people on foot daily.

The billboard had an immediate impact on the community. Legislation was developed to have all billboards constructed like the Bolivar’s billboard.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.