Genentech - "If That Was You Then"

Grey New York

Grey New York New York, United States

1617

This ad is part of the ACT Responsible Collection

Brand: Genentech
Country: United States

Advertiser: Genentech, Inc.

Title	If That Was You Then
Agency	Grey New York
Campaign	If That Was You Then
Advertiser	Genentech, Inc.
Brand	Genentech
Posted	May 2023
Business Sector	Health & Pharmaceutical Products
Story	Lung cancer is so deadly, it’s responsible for 25% of all cancer deaths in the US. Early screening can prevent death in 90% of cases, but screening rates are stuck below 10%. All because of a social stigma: after decades of our culture blaming and judging people who smoke–telling them that “smoking was a choice”–people at risk were too afraid and ashamed to get scanned. But in the 70s and 80s, when many of our 50+ year old target began smoking, the habit was just a part of culture. To smoke or not smoke was never a question; it was just something everyone did. The reality was, the shame our target felt was misplaced: they were not to blame, the culture of the time was.
Philosophy	So we created a PSA that used this insight to break the shame cycle and encourage testing. We used nostalgic imagery and powerful language to remind our target that smoking was simply a pervasive part of life back then and it was not their fault. We placed the blame on times they lived and, in doing so, gave them the permission they needed to feel okay about getting tested now. With a goal of driving awareness, our communication strategy was simple: get as many outlets as possible to support the message and maximize the amount of people exposed to the campaign. The PSA was so well-received, it got over $30 million in donated media in just six months, particularly in the tobacco belt with a focus on states with a high incidence of lung cancer, but low screening rates. In a short amount of time, we reached over 400M impressions, which led to more lives saved.
Media Type	Television
Length	60 seconds
Advertising Manager	Sherry Chen
Advertising Manager	Nicki Franzen
Advertising Manager	Julie Reynolds
Advertising Manager	Shilpa Panth Venkat
Media Agency	Boom Broadcast & Media Relations
Media GM	Joan Winkler
Media GM	Barbara Gutjahr
Chief Executive Officer (CEO)	Amber Guild
Worldwide Chief Creative Officer	Javier Campopiano
Chief Creative Officer	Justine Armour
Group Creative Director	Brent Singer
Associate Creative Director	Michelle Liuzzo
Associate Creative Director	Talia Rapp
Graphic Designer	Juliano Domingues
Print Producer	Debbie Joyce
Head of Production	James McPherson
Executive Agency Producer	Lori Bullock
Agency Producer	Ryan Cunningham
Music Producer	Kurt Stienke
Project Manager	Adam Taverniti
Chief Strategy Officer	Jonathan Lee
Brand Strategist	Ryan Miller
Account Executive	Rebecca Golden
Account Director	Hope St. Clair
VP, Head of Talent	Natasha Howell
VP, Graphics Services	Debbie Joyce
President, Global Health & Wellness	Jason Kahner
Production Company	Morton Jankel Zander (MJZ)
Director	Fredirik Bond
Executive Producer	David Zander
Line Producer	Line Postmyr
Cinematography	Nicholas Bupp
Post Production	Union Editorial
Editor	Patric Ryan
Assistant Editor	Craig Stoneham
Colorist	Sofie Borup
Colorization	Company 3