Заголовок | If That Was You Then |
Агентство | Grey New York |
Кампания | If That Was You Then |
Рекламодатель | Genentech, Inc. |
Бренд | Genentech |
Posted | Ноябрь 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 | 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 |