Hermes Pardini Labs and Pará State Department of Health: Flower of Life by Ogilvy
How can we fight cervical cancer in the Amazon forest, where the incidence of the disease is three times the average of the rest of Brazil?
The answer: a flower that blossoms once a year to remind Amazonian women to have their annual gynecological exams. The Flower of Life is a message that works in a region of low literacy rate, deep in the forest, with no roads and no cell signal, where leaflets and other media solutions are never enough to impact the audience.
The local State Department of Health estimates that 1 million women are going to be reached by the campaign, that involves 5,000 public health agents. It transforms prevention into a local culture.
Clients: Hermes Pardini Laboratories and Pará State Department of Health
Agency: Ogilvy Brazil
Chief Creative Officer: Claudio Lima
Executive Creative Director: Felix Delvalle
Creative Director: Ricardo Sciammarella
Art Directors: John Bogea, Rodrigo Panachao
Copywriter: Pedro Rosas, Tarik Frank
Production Company: Corazon Films
Soundtrack: Cabaret Audio