Martín Pettinari
Creative Team at Digitas Argentina
Buenos Aires, Argentina
TitleA Responsibility Dose
Agency
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
Length
Production Company
Chief Creative Officer
Executive Creative Director
Creative Director
Creative Director
Art Director
Art Director
Copywriter
Copywriter
Copywriter
Director
Executive Producer
Executive Producer
Line Producer
Film Music
Case Music

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