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.
This professional campaign titled 'A Responsibility Dose' was published in Argentina in March, 2021. It was created for the brand: Fabogesic, by ad agency: Saatchi & Saatchi. This Integrated medium campaign is related to the Pharmaceutical industry and contains 1 media asset. It was submitted over 2 years ago.
Advertising Agency: Saatchi & Saatchi, Buenos Aires, Argentina
Cco: Fernando Bellotti
Ecd: Fabio Mazia
Creative Director: Francisco Bledel
Creative Director: Alberto Ezequiel Fernandez
Art Director: Martín Pettinari
Art Director: Estela Ferrandis
Copywriter: Christian Arias
Copywriter: Arnaldo Aldana
Head Of Design: Florencia Rodriguez
Production Company: Landia
Director: Agustín Carbonere
Executive Producer: Adrián D' Amario
Executive Producer: Diego Dutil
Line Producer: Ludmila Herms
Film Music: Fernando Martino
Case Music: San Pugliese Studio