Title | PKU: PROTEIN KILLS US |
Brand | FUNDACIÓN PKU |
Product/Service | BIOSENSOR / HOME PHE MONITOR |
Category |
B03. Fundraising & Advocacy |
Entrant
|
VMLY&Rx Madrid, SPAIN
|
Idea Creation
|
VMLY&Rx Madrid, SPAIN
|
Idea Creation 2
|
VMLY&Rx Barcelona, SPAIN
|
Production
|
LA BOUTIQUE 77 Madrid, SPAIN
|
Credits
Natxo Díaz |
WPP Health Practice |
Executive Creative Director |
Leonardo Rincón |
WPP Health Practice |
Art Director |
Iban Retegui |
WPP Health Practice |
Art Director |
César Pérez |
WPP Health Practice |
Copywriter |
Nico Sierra |
WPP Health Practice |
Art Director |
Verónica De la Calle |
WPP Health Practice |
Graphic Designer |
Alfonso Lügstenmann |
WPP Health Practice |
Art Director |
Elvira Arzubialde |
WPP Health Practice |
CEO |
Ana García-Abad |
WPP Health Practice |
Managing Director |
Marta Alonso |
WPP Health Practice |
Account Executive |
Adrián Pérez |
WPP Health Practice |
Copywriter |
Why is this work relevant for Branded Content & Entertainment?
The day-to-day of patients in terms of their diet is so extremely strict that it could be a Sci-Fi movie. So we just did that: we created a fictional story that tried to bring the harsh reality of PKU patients closer to the public and how proteins without a biosensor/home phe monitor can do them a lot of harm (hence the title of the short, 'Protein Kills Us').
Background
Phenylketonuria or most commonly known as PKU, is a rare, hereditary metabolic disease with no cure at the moment. Any protein food, such as meat, fish, milk or egg, must be eaten in extremely small quantities and with great precision. A wrong amount could cause irreversible brain damage.
But worst of all is that currently there is no biosensor (home phe monitor) to measure the level of protein in the blood, so the PKU Foundation sought to raise funds to finance its design, development and commercialization.
We didn't want to ask people for money without give them something back. So we create a short film to help us to explain the disorder and differentiate ourselves in a such difficult and saturated market of fundraising. A fiction story to explain a very real cause.
Describe the creative idea
We found the perfect explanation of the disease in its own name (PKU=Protein Kills Us) and create around a very impactful campaign with a disruptive and different approach, that completely changed the communication codes of the Foundation and also of the Spanish fund raising and advocacy market.
We managed to explain how hard the PKU patients’ life is trough pure storytelling and entertainment, far from a commercial approach, by creating a short film story where emotions and harsh reality meet to engage the audience.
Describe the strategy
PKU Foundation needed to raise funds to finance the design, development and commercialization of this biosensor to help PKU patients. That’s the main purpose of this short film: to raise funds to be able to develop the Biosensor device, which would allow for a real-time monitoring of blood protein levels. This would make it easy for people to calculate how much they can eat regarding each meal’s nutrients and to regulate themselves accordingly. Only with this device we would be able to guarantee that these people eat in a safe, non-hazardous manner.
Describe the execution
With the short as a communicative channel, we carried out a multi-channel campaign that also included a trailer, screenings on cinemas and a special street marketing action at the Sitges International Fantastic Film Festival, where we used the short's own caravan to make a stand very different, where users could see the trailer of the short on site. We also delivered information cards and small size tubes of popcorn so the audience could experience in first person the amount of popcorn that PKU patients can ingest in a whole day to avoid complications (8-9 popcorn maximum).
We also have a website for the short film, an Instagram profile and a Public Relations action with which we achieve the generous collaboration of many Spanish celebrities such as Luis Suarez, Antonio Resines, Dani Macaco, Mario Suarez, Malena Costa, Miria Lalaguna, Verónica Echegui, etc.
Describe the outcome
We turn the shor film into the Special Guest Short Film at The Sitges Film Festival
Broadcast on TV and Radio, including Spanish national public TV and radio.
Exposure time via news items, interviews and reports in media online and print.
We got a total audience of 9.5 million with a publicity value of €117,000
We reached +180.000 total digital views with a 99.4% positive reviews.
We managed to increase forty fold the web traffic of the PKU Foundation and a +127 % increase in donations on launch date.
Dozens of celebrities and influencers helped us to spread the short film for free on Instagram.
The short film is now being recognized in some international cinema festivals.