Fabogesic - "A Responsibility Dose"

Saatchi & Saatchi Argentina

Saatchi & Saatchi Argentina Buenos Aires, Argentina

4796

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	126 seconds
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