Title | Finger puppets |
Agency | Grey Group Argentina |
Campaign | Finger Puppets |
Advertiser | LALCEC |
Brand | LALCEC |
Date of First Broadcast/Publication | 2022 / 4 |
Business Sector | Disease Awareness, Support Groups & Associations |
Story | Health promotion campaigns are typically designed to elicit fear, yet the use of fear is often ineffective in achieving the desired behaviour change. We need to use a radically different approach and break the existing taboo and prejudices over the rectal examination. The Finger Puppets come to life and perform a funny, catchy, didactic song that invites us to lose the fear of the rectal examination. The idea was to naturalize the procedure and break with the taboos that are born from prejudices and lack of information. By showing the meaninglessness of this fear we demonstrated that once overcome it, it’s not only painless, super-fast, and can save your life! |
Philosophy | In Argentina alone, more than 1 case of prostate cancer is diagnosed per hour, and more than 11,600 per year. It is the second leading cancer death cause in men (with an average of 10 deaths per day), considering that 1 in 6 over the age of 50 will develop it during their lifetime.* Facing this reality LALCEC, being the most important organization in cancer prevention and detection in Argentina, with more than 100 years of experience, premieres its new campaign created together with Grey Argentina as an opening for a series of actions leading up to June 11th, World Day of Prostate Cancer. To raise awareness about the importance of annual urological check-ups that can detect the disease earlier, reduce the likelihood of invasive treatments and increase the survival rate by 95%, the campaign presents a group of friendly finger puppets performing a musical with the message “Don't Fear the Finger”. The action seeks to reaffirm the importance of overcoming the fears and prejudices long associated with urological examinations that result in 7 men out of 10 not having their annual check-ups. Typically, health promotion campaigns are designed to elicit fear, yet the use of fear is often proved ineffective in achieving the desired behavior change. So, with this campaign, LALCEC chooses a radically different approach breaking the existing taboo and prejudices over the rectal examination. |
Media Type | Integrated Media/360 Activation |
Length | |
Production Company | Landia |
Chief Executive Officer (CEO) | Denise Orman |
President & Regional Chief Creative Officer | Diego Medvedocky |
Chief Creative Officer | Alejandro Devoto |
Chief Creative Officer | Hernan Kritzer |
Executive Creative Director | Juan Ure |
Executive Creative Director | Gonzalo Fernandez |
Head of Art | Diego Urbano |
Creative Team | Gustavo Gitmanabitch |
Creative Team | Emilio Yacon |
Head of Strategy | Ana Etcheto |
Head of Strategy | Romina Perrone |
Planner | Clara Noussan |
VP of Client Services | Agustín Castellanos |
Business Leader | Carolina García |
PR Director | Florencia Kessler |
Head of Production | Pablo Molina |
Agency Producer | Maximiliano Ibarra |
Director | Francisco Colombatti |
Executive Producer | Diego Dutil |
Executive Producer | Adrian D´Amario |
Producer | Melina Nicocia |
Cinematography | Manuel Bullrich |
Art Director | Roco Corbould |
Set Design | Estudio Los Chinos |
Puppets | Paula Bianco |
Costume | Leti Chappa |
Post Production | LesAmateurs |
Post Production Coordinator | Camila Garrido |
Audio Post Production | Portaestudio |
Music | Papamusic |
Colorist | Ale Lascano |
Photographer | Guido Urrutia |
Photographer | Juan Salvarredy |