Description
The average Dominican man takes very little care of his wellbeing and general health because they think it’s a sign of weakness and lack of masculinity, making the rate of late detection of diseases, such as cancer, increase every year.
How could we break this taboo so embedded in our culture and give a clear message to this audience?
IDEA
Dominicans are obsessed with baseball, so we decided to take over an event that every Dominican man was completely focused on: the Winter Baseball playoffs.
When one of the most important games of the season was about to start, we had the home plate umpire carefully check the balls, realizing that they were in poor condition. Over 60 balls were rejected, delaying the game for 10 whole minutes and causing immediate fan reactions in the stadium and digital media, as the whole nation stood still and confused. For the first time ever, a baseball game had been delayed because of the lack of usable balls, and if there are no balls, there is no game.
Halfway through the game we revealed on live TV and stadium screens that this was an action by Farmacia Carol, the #1 pharmacy in the country, in partnership with Escogido Baseball Club to raise awareness about testicular cancer.
We also used baseballs as media, handing out thousands of them in the stadium. These balls were altered with a bump representing the most notorious warning sign of the disease. They redirected to a landing page with self-examination video tutorials and more information about the campaign.
This professional campaign titled 'NO BALLS, NO GAME' was published in Dominican Republic in November, 2022. It was created for the brand: Farmacia Carol, by ad agency: Pagés BBDO. This Direct and Experiential media campaign is related to the Health, Pharmaceutical, and Sports industries and contains 2 media assets. It was submitted 6 months ago by Creative Director: Ana Valdivieso of Pagés BBDO.
Credits
Advertising Agency: Pagés BBDO, Dominican Republic
Executive Creative Directors: Miguel Peña Zambrano and Marino Peña
Main Creative Team: Ana Valdivieso, Freddy Calero, Walter González and Carlos Núñez
Executive Business Director: Belkis De La Cruz
Client Management and Media Team: Jenny Mella, Luis León, Luzmarie Brito and Arlet Rodríguez
Production Team: Elisa López, Dalia Batista and Glenys Peña
Production Agency: Island