Medecins Sans Frontieres (MSF) Case study PILLS FOR OTHER PEOPLE'S PAIN GERMINAL COMUNICACIÓN

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PILLS FOR OTHER PEOPLE'S PAIN

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Sector La seguridad pública, salud e higiene
Media Case study
Mercado España
Agencia GERMINAL COMUNICACIÓN
Director Javier Urosas
Executive Creative Director Jorge Martínez Pardo
Art Director Jorge Martínez Pardo
Copywriter Luke Larraona Ariño, Juan Manuel Soriano, Susana Ruíz
Designer Paula Paje Vara
Producer Javier Urosas
Account Supervisor Leticia Bernal
Publicado agosto 2010

Creditos y descripciones

Category: Titanium and Integrated
Advertiser: MEDECINS SANS FRONTIERES
Product/Service: ILLNESS AWARENESS CAMPAIGN
Agency: GERMINAL COMUNICACIÓN
Date of First Appearance: Nov 11 2010
Entry URL: http://www.pastillascontraeldolorajeno.com
Art Director: Jorge Martínez Pardo (Germinal Comunicación)
Executive Creative Director: Jorge Martínez Pardo (Germinal Comunicación)
Designer: Paula Paje Vara (Germinal Comunicación)
Copywriter: Luke Larraona Ariño (Germinal Comunicación)
Copywriter: Juan Manuel Soriano (Germinal Comunicación)
Copywriter: Susana Ruíz (Germinal Comunicación)
Agency Producer: Tomás Martínez-Canales Sánchez-Pedreño (Germinal Comunicación)
Account Supervisor: Leticia Bernal (Germinal Comunicación)
Advertiser´s Supervisor: Anna Pineda (Médicos Sin fronteras)
Planner: Andrea Aguilar (Médicos Sin Fronteras)
Web Supervisor: Sophie Natter (Médicos Sin Fronteras)
Cinematographer: Javier Aguirresarobe (Javier Aguirresarobe)
Cinematographer: Pablo Almansa (Pablo Almansa)
Director: Javier Urosas (24 Fps)
Producer: Javier Urosas (24 Fps)
Web Development: Miguel Medina (Nicemondays)
Media placement: Newspapers And Magazines - 106 Media - November 17, 2010
Media placement: Street Furniture Posters And Iluminated Signs 10.000 Units - Madrid-Barcelona - 15 January-15 March, 2010
Media placement: Billboards 1.500 Units - Spain - From February 2010 And 2011
Media placement: Tv Ad Campaign - Spanish Tv Channels - 02 December 2010-January 2011
Media placement: Cinema Ad Campaign - Spanish Cinemas - December 2010
Media placement: Direct And Promotional Marketing - 20.000 Pharmacies - 11 November, 2010-Present
Media placement: Website Launch Emailing - Internet - 11 November, 2010-Present
Media placement: Social Networking - Facebook, Twitter, Youtube - 11 November,2010-Present
Media placement: "Brand Day" Action - www.elmundo.es - 30 November, 2010
Media placement: Press Book - Media - Since 12 November

Describe the campaign/entry
When something hurts, you take a pill and the pain goes away. But what happens when the pain you are suffering is not your own, but someone else’s… when what you need is to relieve other people’s suffering.

‘Other-people’s-pain pills’ are a symbol of the fight against forgotten illnesses. They are packs of 6 sugar-free sweets, sold exclusively at pharmacies for €1, which goes towards diagnosing and treating forgotten illnesses in developing countries

Describe how the campaign/entry was launched across each channel in the order of implementation
The objective was to sell as many ‘pills’ as possible in order to help fund the diagnosis and treatment of thousands of forgotten sick in developing countries. In order to do so, ‘Other-people’s-pain pills’ would need to be sold in pharmacies throughout Spain.

We created a campaign featuring audiovisuals (TV, cinema and Internet), press, street furniture poster advertising, a comprehensive and interactive website, direct marketing to pharmacists, social network apps… with the aim of spreading other people’s pain and turning it into an epidemic.

Give some idea of how successful this campaign/entry was with both client and consumer
To date, more than 15,000 pharmacies have got involved with the project. The YouTube channel has produced over 500,000 views, we have 106,000 friends on Facebook and 4,000 followers on Twitter. More than 600,000 visits to the website. So far, more than 3,000,000 packs have been sold and they are amongst the 10 top-selling ‘medicines’ in Spain.

With the money raised, 11,000 people with HIV in Zimbabwe will receive treatment for one year and funding has been provided for a project which, in 2010, tested 5,500 people for Chagas disease in Bolivia. In Spain, other people’s suffering is curable at the chemist.