Justine Armour
Главный креативный директор at Grey New York
Sydney, Australia
ЗаголовокIf That Was You Then
Агентство
Кампания If That Was You Then
Рекламодатель Genentech, Inc.
Бренд Genentech
PostedНоябрь 2022
Бизнес сектор Здоровье и фармацевтические изделия
История 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.
философия 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.
Тип медиа Анализ ситуации
Длина
Менеджер по рекламе
Менеджер по рекламе
Менеджер по рекламе
Менеджер по рекламе
Медиа-агентство
Media GM
Media GM
Главный исполнительный директор (CEO)
Международный главный креативный директор
Главный креативный директор
Креативный директор группы
Ассоциированный креативный директор
Ассоциированный креативный директор
Графический дизайнер
Продюсер печати
Руководитель производства
Продюсер исполнительного агентства
Продюсер агентства
Музыкальный продюсер
Менеджер проекта
Директор по стратегии
Brand Strategist
Делопроизводитель
Директор рабочей группы клиента
VP, Head of Talent
VP, Graphics Services
President, Global Health & Wellness
Продакшн Студия
Директор
Исполнительный продюсер
Линейный продюсер
Кинематография
Послепроизводственный этап
Редактор
Заместитель редактора
Колорист
Покраска

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