Cannes Lions

Skin

McCANN HEALTH, Sydney / GALDERMA / 2016

Presentation Image
Digital Proof JPG
Film

Overview

Entries

Credits

Overview

Description

Our creative idea really encapsulates the feeling of isolation that patients feel, and brings to life the way that rosacea affects how they are seen and treated by others. Others do judge suffers based on the (red) colour of their skin. There is prejudice against sufferers that stops them from achieving everything to getting a job, to finding a partner to even going out of the house in extreme cases. Our creative idea centres on prejudice against the colour of somebody's skin. We all know this is wrong. Racial prejudice - ie prejudice based on the colour of the skin is unacceptable. Our call to action End the discrimination shows doctors there is something they can do. It puts them in control. It enables them to do the right thing. They can end the discrimination, thanks to rosacea treatments from Galderma.

Execution

Although this campaign was created on a shoe string budget in Australia, everybody who sees it loves the impact. The global client has shown interest in adopting this from our local market and using it globally.

ItIt is too early to specify results (though by the time of judging some results could be available.) It only started running the first week in April on a website, with print ads, digital ad click through and reps all driving hcps to the site.

We did receive this feedback from our client.

Anecdotally we’ve received positive feedback from one of our KOLs and I was also in a call where one Dermatology Registrar asked if the lady in the picture had make up on – when I explained it was a real patient etc. his reaction was ‘wow’ and he immediately took a lot of interest in Mirvaso.

Outcome

Although this campaign was created on a shoe string budget in Australia, everybody who sees it loves the impact. The global client has shown interest in adopting this from our local market and using it globally.

ItIt is too early to specify results (though by the time of judging some results could be available.) It only started running the first week in April on a website, with print ads, digital ad click through and reps all driving hcps to the site.

We did receive this feedback from our client.

Anecdotally we’ve received positive feedback from one of our KOLs and I was also in a call where one Dermatology Registrar asked if the lady in the picture had make up on – when I explained it was a real patient etc. his reaction was ‘wow’ and he immediately took a lot of interest in Mirvaso.

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