| Title | ECTOR THE PROTECTOR BEAR |
| Brand | ROCHE |
| Product/Service | NO-SMOKING CAMPAIGN |
| Category |
B01. Brand-led Education & Awareness |
|
Entrant
|
INTEGER Milan, ITALY
|
|
Idea Creation
|
INTEGER Milan, ITALY
|
|
Production
|
INTEGER Milan, ITALY
|
Credits
| Nicola Lampugnani |
Integer Milan |
Chief Creative Officer |
| Gina Ridenti |
Integer Milan |
Chief Creative Officer |
| Hugo Gallardo |
Integer Milan |
Chief Creative Officer |
| Mirco Pagano |
Integer Milan |
Creative Director |
| Federica Facchini |
Integer Milan |
Art Director |
| Giulia Trimarchi |
Integer Milan |
Art Director |
| Andrea Pinca |
Integer Milan |
Copywriter |
| Luana Contu |
Integer Milan |
Junior Copywriter |
| Vaida Kentraite |
Integer Milan |
Account Manager |
| Barbara Trivella |
Integer Milan |
Head of Production |
| Fabio Bellifemine |
Integer Milan |
Producer |
| Bernardo Gamucci |
The FabLab |
Partner |
| Davide Andenna |
The FabLab |
Technology Engineer |
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including
In Italy the pharmaceutical industry CAN NOT:
• communicate directly to patients but only via associations;
• carry out specific activities on a medicine;
• advertise prescription medicines (only OTC allowed).
The pharmaceutical industry CAN:
advertise the company without making a reference to a specific product/therapeutic areas.
Describe the target audience and why your work is relevant to them.
Pharma audience types:
Ector is more than just a teddy bear.
For the first time, a concrete tool of prevention has joined the homes of Italian families in order to protect their little ones. Designed to grow up with children, Ector is a first step to make a smoke-free generation possible.
Background
Often when a smoker lights up a cigarette, he/she does not pay attention to what surrounds him or her. This is probably one of the reasons why World Health Organization says that in Italy 52% of children – at the age of 2 - are regularly exposed to passive smoking.
To tackle this issue, Roche – world’s largest biotech company – wanted to help the unprotected ones by drawing attention to the problem of smoking in our country and by providing a concrete tool of self-defence.
If children understand how dangerous is smoking, they will have less chances of becoming smokers in the future.