| 标题 | If That Was You Then |
| 广告公司 | Grey New York |
| 广告战役 | If That Was You Then |
| 广告主 | Genentech, Inc. |
| 品牌 | Genentech |
| Posted | 11月 2022 |
| 行业领域 | 保健与医药产品 |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 广告经理 | Sherry Chen |
| 广告经理 | Nicki Franzen |
| 广告经理 | Julie Reynolds |
| 广告经理 | Shilpa Panth Venkat |
| 媒介公司 | Boom Broadcast & Media Relations |
| Media GM | Joan Winkler |
| Media GM | Barbara Gutjahr |
| Chief Executive Officer (CEO) | Amber Guild |
| Worldwide Chief Creative Officer | Javier Campopiano |
| 首席创意官 | Justine Armour |
| 集团创意总监 | Brent Singer |
| 联合创意总监 | Michelle Liuzzo |
| 联合创意总监 | Talia Rapp |
| Graphic Designer | Juliano Domingues |
| Print Producer | Debbie Joyce |
| Head of Production | James McPherson |
| 广告公司执行制片 | Lori Bullock |
| 广告公司制片 | Ryan Cunningham |
| 音乐制作人 | Kurt Stienke |
| 项目经理 | Adam Taverniti |
| Chief Strategy Officer | Jonathan Lee |
| Brand Strategist | Ryan Miller |
| 客户主管 | Rebecca Golden |
| 客户总监 | Hope St. Clair |
| VP, Head of Talent | Natasha Howell |
| VP, Graphics Services | Debbie Joyce |
| President, Global Health & Wellness | Jason Kahner |
| 制作公司 | Morton Jankel Zander (MJZ) |
| 导演 | Fredirik Bond |
| 执行制片 | David Zander |
| Line Producer | Line Postmyr |
| 电影 | Nicholas Bupp |
| 后期制作 | Union Editorial |
| 剪辑师 | Patric Ryan |
| Assistant Editor | Craig Stoneham |
| Colorist | Sofie Borup |
| 着色 | Company 3 |
More Work
SEE ALLMr. P
- 品牌:
- Pringles
- 广告公司:
- Grey New York
Alma
- 品牌:
- Coca-Cola
- 广告公司:
- Grey Group Argentina
If That Was You Then
- 品牌:
- Genentech
- 广告公司:
- Grey New York
Party For Real
- 品牌:
- Modelo
- 广告公司:
- Grey New York
Sacrifice
- 品牌:
- Modelo
- 广告公司:
- Grey New York
Just Say Pubes!
- 品牌:
- Gillette Venus
- 广告公司:
- Grey New York