"A Responsibility Dose" Campaign by Publicis Buenos Aires and Fabogesic Ibuprofeno Against Self-medication

Apr. 27, 2021

Self-medication is a social issue that affects everyone. Only in Argentina, 50% of the population consumes pain relievers irresponsibly. For this reason, Fabogesic Ibuprofeno, one the best-selling painkillers in Latin America, has decided to join Publicis Buenos Aires to make a campaign that aims directly to stop people from self-medicating.

A Responsibility Dose has a Hero Video in which Fabogesic invites consumers to realize that a little pain is not necessarily a bad, and that not taking medicines is sometimes the best thing to do. According to the campaign, “a little pain can be a reward for the effort we make”.

It was a full campaign and had different touch-points: from creating an “Anti-Self-medication Pack”, a redesign in which consumers are offered different healthy alternatives before an ibuprofen, to tutorials and digital tips to try all other options to relieve pain before taking a pill.

The awareness raising even reached users who were looking up symptoms on the internet, where they were discouraged to self-medicate and the own brand offered them to contact a doctor to avoid irresponsible medicine use.

Fabio Mazia, ECD at Publicis Buenos Aires said:

“It is very gratifying to make a campaign for a brand that instead of trying to sell more at any price, chooses to send the right message”.

 

Francisco Bledel and Alberto Ezequiel Frenádez, Creative Directors from the agency, commented:

“The strategy was always about sending the right message. We also wanted to add specific tools so that users could adopt more responsible consuming habits regarding medicine consumption. We would like emphazise the bravery the brand had, in a typically difficult industry.”