Mexican Foundation For Rheumatic Patients Film, Radio, Digital, Case study Talking Hands Therapy [image] by Flock

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Talking Hands Therapy [image]

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Industry Public awareness
Media Film, Radio, Digital, Interactive & Mobile, Case study
Market Mexico
Agency Flock
Creative Group Head David Sánchez Zacarías
Associate Creative Director Alejandro Ortiz Izquierdo, Luis Alberto Guerra
Released October 2016

Awards

Lions Health 2017
Pharma Pharma Communications to Non-Healthcare Professionals: Patient Education & Adherence Bronze Lion

Credits & Description

Title: Talking Hands Therapy
Agency: Flock
Brand: Mexican Foundation For Rheumatic Patients
Country: Mexico
Entrant Company: Flock, Mexico City
Advertising Agency: Flock, Mexico City
Production Company: Madre Foca, Mexico City
Additional Company: Prp, Mexico City
Associate Creative Director: Luis Alberto Guerra (Flock Linked By Isobar)
General Director: Luis Ribó (Flock Linked By Isobar)
Creative Vp: Paola Figueroa (Flock Linked By Isobar)
Creative Group Head: David Zacarías (Flock Linked By Isobar)
Account Director: Elkin Pradilla (Flock Linked By Isobar)
Project Co-ordinator: Ricardo Tovar (Flock Linked By Isobar)
Director: Hernán Kesselman (Madre Foca)
Executive Producer: Vanessa Hernández (Madre Foca)
Executive Producer: Alejandro Saevich (Madre Foca)
Executive Producer: Jonathan M España (Madre Foca)
Second Camera: Marcos Magaña (Madre Foca)
Direct Sound: Juan Carlos Prieto (Madre Foca)
Editor / Post Producer: Ricardo Toledo (Madre Foca)
Music Artist: Pedro Gómez (Madre Foca)
Associate Creative Director: Alejandro Ortiz Izquierdo (Flock Linked By Isobar)
Sing Language Teacher: Andrea Guerra (Sing Language Teacher)
Strategy:
Once the therapy was created and patients had more than 90 hours of practice with this new treatment, we got the news around. The media was marveled with the results and covered the therapy on the radio, press, and TV news.
Relevancy:
There was no better way to improve the Mexican Foundation for Rheumatic Patients’ reputation than by improving the therapy that is usually used on patients. A foundation without the resources to make themselves known became news.
Campaign Description:
People with arthritis get rehabilitated by learning sign language.
Brief with projected outcomes:
There is no restriction linked to arthritis.
Execution:
We put therapists and sign language teachers together, in order to develop this therapy.We started with 9 FUMERAC’s patients in individual and personalized sessions, lead by a sign language teacher. Therapy started in January of 2017 and, due to its success, it is now a permanent therapy in the foundation, seeking to reach more states and countries.
Synopsis:
Arthritis is a degenerative and incurable disease. In Mexico, 6 out of every 10 people abandon their arthritis therapy, which is usually tedious and monotonous.
Audience:
People with rheumatoid arthritis.
Outcome:
9 patients have improved hand mobility; they’re motivated, with a better self-esteem, and have emotionally connected with deaf people. More than 300 thousand USD in free advertising.