Title | A Responsibility Dose |
Agency | Saatchi & Saatchi Argentina |
Campaign | A Responsibility Dose |
Advertiser | Fabogesic |
Brand | Fabogesic |
Date of First Broadcast/Publication | 2021 / 5 |
Business Sector | Health & Pharmaceutical Products |
Story | People are harmfully self-medicating worldwide and the pharmaceutical industry’s communication is at least partially responsible. In Argentina alone, 50% of people self-medicate. This leads to more than 60 deaths per day. Fabogesic Ibuprofen’s strategy was powerful: communicating in a responsible manner encouraging people not to consume our product for minor discomforts. The campaign’s goal was to raise awareness on self-medication, and change people’s minds about pain: some aching is healthy if you’ve made an effort. That’s why we invited people to consider a number of alternatives to painkillers (e.g. ice, resting, stretching, etc.) at every touchpoint. |
Media Type | Integrated Media/360 Activation |
Length | |
Production Company | Landia |
Chief Creative Officer | Fernando Bellotti |
Executive Creative Director | Fabio Mazia |
Creative Director | Francisco Bledel |
Creative Director | Alberto-Ezequiel Fernandez |
Art Director | Martín Pettinari |
Art Director | Estela Ferrandis |
Copywriter | Christian Arias |
Copywriter | Arnaldo Aldana |
Copywriter | BBC Creative Head of Design |
Director | Agustin Carbonere |
Executive Producer | Adrian D´Amario |
Executive Producer | Diego Dutil |
Line Producer | Ludmila Herms |
Film Music | Fernando Martino |
Case Music | San Pugliese Studio |