| Заголовок | Finger puppets |
| Агентство | Grey Group Argentina |
| Кампания | Finger Puppets |
| Рекламодатель | LALCEC |
| Бренд | LALCEC |
| Дата первой трансляции/Публикации | 2022 / 4 |
| Бизнес сектор | Информированность о болезнях, группы поддержки и ассоциации |
| История | Health promotion campaigns are typically designed to elicit fear, yet the use of fear is often ineffective in achieving the desired behaviour change. We need to use a radically different approach and break the existing taboo and prejudices over the rectal examination. The Finger Puppets come to life and perform a funny, catchy, didactic song that invites us to lose the fear of the rectal examination. The idea was to naturalize the procedure and break with the taboos that are born from prejudices and lack of information. By showing the meaninglessness of this fear we demonstrated that once overcome it, it’s not only painless, super-fast, and can save your life! |
| философия | In Argentina alone, more than 1 case of prostate cancer is diagnosed per hour, and more than 11,600 per year. It is the second leading cancer death cause in men (with an average of 10 deaths per day), considering that 1 in 6 over the age of 50 will develop it during their lifetime.* Facing this reality LALCEC, being the most important organization in cancer prevention and detection in Argentina, with more than 100 years of experience, premieres its new campaign created together with Grey Argentina as an opening for a series of actions leading up to June 11th, World Day of Prostate Cancer. To raise awareness about the importance of annual urological check-ups that can detect the disease earlier, reduce the likelihood of invasive treatments and increase the survival rate by 95%, the campaign presents a group of friendly finger puppets performing a musical with the message “Don't Fear the Finger”. The action seeks to reaffirm the importance of overcoming the fears and prejudices long associated with urological examinations that result in 7 men out of 10 not having their annual check-ups. Typically, health promotion campaigns are designed to elicit fear, yet the use of fear is often proved ineffective in achieving the desired behavior change. So, with this campaign, LALCEC chooses a radically different approach breaking the existing taboo and prejudices over the rectal examination. |
| Тип медиа | Интегрированные медиа / 360 Активация |
| Длина | |
| Продакшн Студия | Landia |
| Главный исполнительный директор (CEO) | Denise Orman |
| President & Regional Chief Creative Officer | Diego Medvedocky |
| Главный креативный директор | Alejandro Devoto |
| Главный креативный директор | Hernan Kritzer |
| Исполнительный креативный директор | Juan Ure |
| Исполнительный креативный директор | Gonzalo Fernandez |
| Head of Art | Diego Urbano |
| Креативная команда | Gustavo Gitmanabitch |
| Креативная команда | Emilio Yacon |
| Head of Strategy | Ana Etcheto |
| Head of Strategy | Romina Perrone |
| Planner | Clara Noussan |
| VP of Client Services | Agustín Castellanos |
| Бизнес-лидер | Carolina García |
| PR Director | Florencia Kessler |
| Руководитель производства | Pablo Molina |
| Продюсер агентства | Maximiliano Ibarra |
| Директор | Francisco Colombatti |
| Исполнительный продюсер | Diego Dutil |
| Исполнительный продюсер | Adrian D´Amario |
| Продюсер | Melina Nicocia |
| Кинематография | Manuel Bullrich |
| Арт-директор | Roco Corbould |
| Set Design | Estudio Los Chinos |
| Куклы | Paula Bianco |
| Костюм | Leti Chappa |
| Послепроизводственный этап | LesAmateurs |
| Координатор пост-производства | Camila Garrido |
| Аудио послепроизводственный этап | Portaestudio |
| Музыка | Papamusic |
| Колорист | Ale Lascano |
| Фотограф | Guido Urrutia |
| Фотограф | Juan Salvarredy |
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