| Başlık | If That Was You Then |
| Haftanın | Grey New York |
| Kampanya | If That Was You Then |
| Reklamcı | Genentech, Inc. |
| Marka | Genentech |
| Posted | Kasım 2022 |
| Sektör | Health & Pharmaceutical Products |
| hikaye | 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. |
| felsefe | 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. |
| Medya Türü | Case Study |
| Süre | |
| Reklam Sorumlusu | Sherry Chen |
| Reklam Sorumlusu | Nicki Franzen |
| Reklam Sorumlusu | Julie Reynolds |
| Reklam Sorumlusu | Shilpa Panth Venkat |
| Medya Ajansı | Boom Broadcast & Media Relations |
| Media GM | Joan Winkler |
| Media GM | Barbara Gutjahr |
| Chief Executive Officer (CEO) | Amber Guild |
| Worldwide Chief Creative Officer | Javier Campopiano |
| Yaratıcı Ajans Başkanı | Justine Armour |
| Grup Yaratıcı Direktörü | Brent Singer |
| Yaratıcı Yönetmen Ortağı | Michelle Liuzzo |
| Yaratıcı Yönetmen Ortağı | Talia Rapp |
| Grafik Tasarım | Juliano Domingues |
| Basılı Malzeme Prodüktörü | Debbie Joyce |
| Prodüktör | James McPherson |
| Prodüktör | Lori Bullock |
| Ajans Prodüktörü | Ryan Cunningham |
| Music Producer | Kurt Stienke |
| Proje Sorumlusu | Adam Taverniti |
| Chief Strategy Officer | Jonathan Lee |
| Brand Strategist | Ryan Miller |
| Müşteri Temsilcisi | Rebecca Golden |
| Müşteri Direktörü | Hope St. Clair |
| VP, Head of Talent | Natasha Howell |
| VP, Graphics Services | Debbie Joyce |
| President, Global Health & Wellness | Jason Kahner |
| Prodüksiyon Şirketi | Morton Jankel Zander (MJZ) |
| Yönetmen | Fredirik Bond |
| Prodüksiyon Sorumlusu | David Zander |
| Prodüktör | Line Postmyr |
| Sinematografi | Nicholas Bupp |
| Post Prodüksiyon | Union Editorial |
| Editör | Patric Ryan |
| Assistant Editor | Craig Stoneham |
| Renkçi | Sofie Borup |
| Renklendirme | Company 3 |
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