Martín Pettinari
Creative Team at Digitas Argentina
Buenos Aires, Argentina
TitleA Responsibility Dose
Campaign A Responsibility Dose
Advertiser Fabogesic
Brand Fabogesic
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
Production Company
Chief Creative Officer
Executive Creative Director
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Film Music
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