Genentech - "If That Was You Then"

Grey New York

Grey New York New York, United States

1621

Это объявление является частью "ACT Responsible Collection"

Бренд: Genentech
Страна: United States

Рекламодатель: Genentech, Inc.

Заголовок	If That Was You Then
Агентство	Grey New York
Кампания	If That Was You Then
Рекламодатель	Genentech, Inc.
Бренд	Genentech
Posted	Май 2023
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	Телевидение
Длина	60 seconds
Менеджер по рекламе	Sherry Chen
Менеджер по рекламе	Nicki Franzen
Менеджер по рекламе	Julie Reynolds
Менеджер по рекламе	Shilpa Panth Venkat
Медиа-агентство	Boom Broadcast & Media Relations
Media GM	Joan Winkler
Media GM	Barbara Gutjahr
Главный исполнительный директор (CEO)	Amber Guild
Международный главный креативный директор	Javier Campopiano
Главный креативный директор	Justine Armour
Креативный директор группы	Brent Singer
Ассоциированный креативный директор	Michelle Liuzzo
Ассоциированный креативный директор	Talia Rapp
Графический дизайнер	Juliano Domingues
Продюсер печати	Debbie Joyce
Руководитель производства	James McPherson
Продюсер исполнительного агентства	Lori Bullock
Продюсер агентства	Ryan Cunningham
Музыкальный продюсер	Kurt Stienke
Менеджер проекта	Adam Taverniti
Директор по стратегии	Jonathan Lee
Brand Strategist	Ryan Miller
Делопроизводитель	Rebecca Golden
Директор рабочей группы клиента	Hope St. Clair
VP, Head of Talent	Natasha Howell
VP, Graphics Services	Debbie Joyce
President, Global Health & Wellness	Jason Kahner
Продакшн Студия	Morton Jankel Zander (MJZ)
Директор	Fredirik Bond
Исполнительный продюсер	David Zander
Линейный продюсер	Line Postmyr
Кинематография	Nicholas Bupp
Послепроизводственный этап	Union Editorial
Редактор	Patric Ryan
Заместитель редактора	Craig Stoneham
Колорист	Sofie Borup
Покраска	Company 3