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.
Integrated advertisement created by Saatchi & Saatchi, Argentina for Fabogesic, within the category: Pharmaceutical.
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