Mental Health

Agency Network: 
Published/Aired: 
March 2021

Description

Data from the World Health Organization (WHO) show that more than 18 million Brazilians suffer from anxiety and 12 million from depression. The campaign, prepared by the agency BETC Havas, with production by Santería and stage direction by We Are Magnólias will be broadcast on TVs, radio and social networks.
The tenuous limit to develop depression, panic, anxiety, stress are presented in the film in everyday situations, with people at home, some lonely and isolated and how this experience can reveal feelings and afflictions that deserve the right care by professionals specialized.

Since 2018, Amil has offered a mental health program with the support of a multidisciplinary team. In 2020 alone, the program served 3,758 thousand health plan beneficiaries. Of these, 48% of cases were depressive disorders, followed by anxiety disorders (34%) and bipolar affective and episodic manic disorders (20%), characterized by excessive mood swings and significant irritability.

The film draws attention to situations that should not be minimized and may signal signs of poor mental health, such as a lack of disposition, compulsive crying, excessive fear and shortness of breath. In one scene, a woman clicks the "leave" button and her image disappears from the work chat. The split screen with co-workers continues, the conversation continues until one of them says: “He said he has depression. He couldn't take the stride ”. Then, she crying is observed in the mirror that merges with a pool in which she dives and sinks.
In another scene, a man alone in his apartment types on his cell phone in an exchange and reads the reply: “Gee love, panic attack, on our birthday? Stop the drama". He feels lost, walking and trapped in a maze of plants.

Film advertisement created by BETC Havas, Brazil for Amil, within the category: Health.

Advertising Agency: BETC Havas, São Paulo, Brazil
CCO: Erh Ray
Vice President of Creation: Alexandre Vilela
Creative director: Alexandre Vilela, Juliano Almeida, Melissa Pottker
Art director: Felipe Martins
Copywriter: Marconi Filho
Attendance: Roberta Sanches, Isabela Visani, Malu Figueiredo
Media: Andrea Ferreira, Bruno Capitani, Sheila Porangaba, Alan Piazzi, Aroldo da Silva, Leandro Duarte, Tamirys Luz
Planning: Eduardo Loureiro
Film Production: Santeria
Direction: We Are Magnolias
Creative Director Film Production: Felipe Luchi
Executive Producer: Edgard Soares Filho
Executive Producer: Roger Garcia
Producers: Anna Ferraz, Caroline Reis, Vinicius Gonçalves
Account Director: Paty Silveira
Customer Service: Hellen Gazetta
Production coordination: Ana Paula Domingues
Assistant director: Ulisses Wermelinger, Adriana Foureaux
Production Director: Ian Haudenschild
Production: Heloísa Vilalba, Canabarro, Murilo Vendramini, Tuka Rossi
Director of Photography: Guillermo Musé
Underwater Photography: Lucas Pupo
Set Art Direction: Guta Carvalho
Object Producer: Christiane Papacena
Costume Designer: Guga Saraiva
Special effects: Bruno Steger and Martão Effects
Cast Production: Cíntia Cappellano
Post Production Coordination: Rafael Tschope, Alexandre Fernandes
Coordination Assistance: Luke Sakai
Editing / Editing: Francisco Antunes
Finished: Thiago Marra
Color: Adonias Dantas
Post: Tribbo
Audio Production: Quiet City Music + Sound
Musical Direction: Chris Jordão
Customer Service / Production Coordination: Xanna D’aguiar, Karina Vadasz, Ivis Silva
Music Production: Chris Jordão, Darren Solomon
Finished: Marcos Moretto, André Melges
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