|Title||A Responsibility Dose|
|Agency||Saatchi & Saatchi Argentina|
|Campaign||A Responsibility Dose|
|Date of First Broadcast/Publication|
|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|
|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||BBC Creative Head of Design|
|Executive Producer||Adrian D´Amario|
|Executive Producer||Diego Dutil|
|Line Producer||Ludmila Herms|
|Film Music||Fernando Martino|
|Case Music||San Pugliese Studio|
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