LALCEC - "Finger puppets"

Grey Group Argentina

Grey Group Argentina Buenos Aires, Argentina

Awards

6224

This ad is part of the ACT Responsible Collection

Brand: LALCEC
Country: Argentina

Advertiser: LALCEC

Title	Finger puppets
Agency	Grey Group Argentina
Campaign	Finger Puppets
Advertiser	LALCEC
Brand	LALCEC
Date of First Broadcast/Publication	2022 / 4
Business Sector	Disease Awareness, Support Groups & Associations
Story	Health promotion campaigns are typically designed to elicit fear, yet the use of fear is often ineffective in achieving the desired behaviour change. We need to use a radically different approach and break the existing taboo and prejudices over the rectal examination. The Finger Puppets come to life and perform a funny, catchy, didactic song that invites us to lose the fear of the rectal examination. The idea was to naturalize the procedure and break with the taboos that are born from prejudices and lack of information. By showing the meaninglessness of this fear we demonstrated that once overcome it, it’s not only painless, super-fast, and can save your life!
Philosophy	In Argentina alone, more than 1 case of prostate cancer is diagnosed per hour, and more than 11,600 per year. It is the second leading cancer death cause in men (with an average of 10 deaths per day), considering that 1 in 6 over the age of 50 will develop it during their lifetime.* Facing this reality LALCEC, being the most important organization in cancer prevention and detection in Argentina, with more than 100 years of experience, premieres its new campaign created together with Grey Argentina as an opening for a series of actions leading up to June 11th, World Day of Prostate Cancer. To raise awareness about the importance of annual urological check-ups that can detect the disease earlier, reduce the likelihood of invasive treatments and increase the survival rate by 95%, the campaign presents a group of friendly finger puppets performing a musical with the message “Don't Fear the Finger”. The action seeks to reaffirm the importance of overcoming the fears and prejudices long associated with urological examinations that result in 7 men out of 10 not having their annual check-ups. Typically, health promotion campaigns are designed to elicit fear, yet the use of fear is often proved ineffective in achieving the desired behavior change. So, with this campaign, LALCEC chooses a radically different approach breaking the existing taboo and prejudices over the rectal examination.
Media Type	Integrated Media/360 Activation
Length	98 seconds
Production Company	Landia
Chief Executive Officer (CEO)	Denise Orman
President & Regional Chief Creative Officer	Diego Medvedocky
Chief Creative Officer	Alejandro Devoto
Chief Creative Officer	Hernan Kritzer
Executive Creative Director	Juan Ure
Executive Creative Director	Gonzalo Fernandez
Head of Art	Diego Urbano
Creative Team	Gustavo Gitmanabitch
Creative Team	Emilio Yacon
Head of Strategy	Ana Etcheto
Head of Strategy	Romina Perrone
Planner	Clara Noussan
VP of Client Services	Agustín Castellanos
Business Leader	Carolina García
PR Director	Florencia Kessler
Head of Production	Pablo Molina
Agency Producer	Maximiliano Ibarra
Director	Francisco Colombatti
Executive Producer	Diego Dutil
Executive Producer	Adrian D´Amario
Producer	Melina Nicocia
Cinematography	Manuel Bullrich
Art Director	Roco Corbould
Set Design	Estudio Los Chinos
Puppets	Paula Bianco
Costume	Leti Chappa
Post Production	LesAmateurs
Post Production Coordinator	Camila Garrido
Audio Post Production	Portaestudio
Music	Papamusic
Colorist	Ale Lascano
Photographer	Guido Urrutia
Photographer	Juan Salvarredy