Title | A FUCKING PRINT AD |
Brand | THE SWEDISH BRAIN FOUNDATION |
Product/Service | BRAIN RESEARCH |
Category |
A06. Not-for-profit / Charity / Government |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
PR
|
NORD DDB Stockholm, SWEDEN
|
Production
|
NORD DDB Stockholm, SWEDEN
|
Credits
Andreas Dahlqvist |
NORD DDB |
Chief Creative Officer |
Hanna Stenwall |
NORD DDB |
Creative Director |
Anna Salonen |
NORD DDB |
Creative Director |
Teodor Nisbel Fjäll |
NORD DDB |
Creative |
Viktor Einarsson |
NORD DDB |
Creative |
Marc Östlund |
NORD DDB |
Senior Creative Designer |
Ylva Höckerlind |
NORD DDB |
Graphic Designer |
Caroline Wetterholm |
NORD DDB |
Senior Client Director |
Johanna Björnfot |
NORD DDB |
Project Director |
Carin Sandström |
NORD DDB |
Production Manager |
Karl Skoog |
The Swedish Brain Foundation |
Marketing Director |
Lisa Kopp |
The Swedish Brain Foundation |
Brand- and Project Manager |
Martina Fjellsson Draoui |
The Swedish Brain Foundation |
Press Manager |
Anna Ökvist |
The Swedish Brain Foundation |
Neuroscientific Expert and Public Affairs |
Cultural / Context information for the jury
In Sweden, like in many other countries, the use of swearing in printed media is not allowed. But in a print with the purpose of raising money for Tourette's research, we found the perfect opportunity to run it.
More than one in three Swedes will have a brain disease at some point in their life - stroke, Alzheimer's disease, epilepsy, or anorexia to give a few examples. But in TV, books and films, Tourette's have most often been portrayed as a diagnosis that makes you swear uncontrollably. This prejudice has been used frequently since it creates seemingly comic situations. But many Swedes don't know that uncontrolled swearing is only true for a small percentage of those who have Tourette's syndrome. So to show that increased knowledge about the brain can reduce prejudice, we used this preconception about Tourette's in the headline to draw the broader populations attention.