| Titre | If That Was You Then |
| Agence | Grey New York |
| Campagne | If That Was You Then |
| Annonceur | Genentech, Inc. |
| Marque | Genentech |
| Mise en ligne | Novembre 2022 |
| Secteur d'activité | Santé et produits pharmaceutiques |
| Synopsis | 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. |
| Philosophie | 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. |
| Type de média | Etude de cas |
| Longueur | |
| Responsable de la publicité (annonceur) | Sherry Chen |
| Responsable de la publicité (annonceur) | Nicki Franzen |
| Responsable de la publicité (annonceur) | Julie Reynolds |
| Responsable de la publicité (annonceur) | Shilpa Panth Venkat |
| Agence Média | Boom Broadcast & Media Relations |
| Media GM | Joan Winkler |
| Media GM | Barbara Gutjahr |
| PDG | Amber Guild |
| Worldwide Chief Creative Officer | Javier Campopiano |
| Responsable de la création | Justine Armour |
| Directeur de création groupe | Brent Singer |
| Directeur de création associé | Michelle Liuzzo |
| Directeur de création associé | Talia Rapp |
| Infographiste | Juliano Domingues |
| Producteur print | Debbie Joyce |
| Responsable de la production | James McPherson |
| Directeur de la production audiovisuelle | Lori Bullock |
| Producteur, agence | Ryan Cunningham |
| Producteur musical | Kurt Stienke |
| Chef de projet | Adam Taverniti |
| Responsable de la stratégie | Jonathan Lee |
| Brand Strategist | Ryan Miller |
| Chef de groupe | Rebecca Golden |
| Directeur de clientèle | Hope St. Clair |
| VP, Head of Talent | Natasha Howell |
| VP, Graphics Services | Debbie Joyce |
| President, Global Health & Wellness | Jason Kahner |
| Maison de production | Morton Jankel Zander (MJZ) |
| Réalisateur | Fredirik Bond |
| Producteur exécutif | David Zander |
| Producteur délégué | Line Postmyr |
| Cinématographie | Nicholas Bupp |
| Post production | Union Editorial |
| Monteur | Patric Ryan |
| Assistant Monteur | Craig Stoneham |
| Coloriste | Sofie Borup |
| Colorisation | Company 3 |
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