Jonathan Lee
CSO new york at Grey New York
New York, Vereinigte Staaten von Amerika
TitelIf That Was You Then
Agentur
Kampagne If That Was You Then
Werbende Genentech, Inc.
Marke Genentech
PostedNovember 2022
Geschäftsbereich Gesundheits- und Pharmazeutische Produkte
Story 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.
Philosophie 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.
Medientyp Case Study
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Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Medienagentur
Media GM
Media GM
Chief Executive Officer (CEO)
Worldwide Chief Creative Officer
Chief Creative Officer
Group Creative Director
Stellvertretender Creative Director
Stellvertretender Creative Director
Grafik-Designer
Druck-Produzent
Produktionsleitung
Agency Executive Producer
Agency Producer
Music Producer
Projektmanager
Leiter Strategie
Brand Strategist
Account Executive
Etatdirektor
VP, Head of Talent
VP, Graphics Services
President, Global Health & Wellness
Produktionsfirma
Regisseur
Executive Producer
Herstellungsleiter
Bild und Kamera
Post-Produktion
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Assistenzredakteur
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