NOISE AGAINST HEPATITIS C - #DUBRUITCONTRELHEPATITEC

TitleNOISE AGAINST HEPATITIS C - #DUBRUITCONTRELHEPATITEC
BrandAFEF
Product/ServiceNATIONAL SCREENING CAMPAIGN
Category F02. Non-Regulated
Entrant ADDICTION AGENCY Paris, FRANCE
Idea Creation ADDICTION AGENCY Paris, FRANCE
Media Placement MY MEDIA Paris, FRANCE
Production QUAD PRODUCTIONS Paris, FRANCE
Credits
Name Company Position
Benoist Husson Addiction Agency Creative Director
Noëllie Monod Addiction Agency Copywriter
Olivier Martin-Dupray Addiction Agency Associate
Christian Larrive Addiction Agency Project Director
Gislaine Landra Addiction Agency Project manager
Johan Gaussens Addiction Agency Art Director
Nicolas Pancourt Addiction Agency Jr Art Director
Nils Caillaud Addiction Agency Jr Art Director
Eric Judor Quad Film Director
Noémie Haziza Addiction Agency Strategic Planner
Mathieu Galloux Addiction Agency Associate
Karen Barel Quad Producer
Frédéric BENOIT Quad Producer

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

Within the French system, the healthcare communication is either "product" or "environnement". When product related the communication is highly regulated. On the other hand, when "environment" the field of possible is wider. An opportunity to drive awareness on this disease, the risks and the actions to cure it.

Describe the target audience and why your work is relevant to them. Pharma audience types:

Healthcare professionals: raise awareness on the disease and on the need to test all patients. The public: everyone is concerned by HepatitisC since it's simply transmitted through blood and as it's a silent disease it has no symptoms! Today 75.000 French are unaware they are infected. Nowadays we cure HepatitisC.

Write a short summary of what happens in the film

The film is a story of a random French guy who can't hold it anymore. He knows about Hepatitis C but it seems like no-one around cares. So he breaks free. First at his local supermarket he grabs the mic to start spreading the message, well decided to make noise against this silent disease. The film builds up, with a jackhammer, a circus truck, a police car megaphone, a riot to end up in a climax within the commentators' lounge of a huge stadium. And the message is heard and repeated by the crowd. Now, get tested.

Cultural/Context information for the jury

The prevention campaign in France are very often linked to dramatical / sad and moving stories. When it come to HIV or to road safety, the end is always tragic. Here we have a great news to share, Hepatitis C can be cured. So we pulled a positive, colorful string to tell a positive story yet a serious one.