Rehab Clinic Targets Addicts Via Their Favorite Celebrity
La Comunidad and Monantiales Foundation post personalized recordings on YouTube.
Published On
Apr 07, 2013
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The Manantiales Foundation, a chain of South American drug rehab centers, persuaded drug addicts to seek help by reaching out to them with messages recorded personally by their favorite celebrities. Through agency La Comunidad, Miami, Manantiales targeted addicts who were refusing to listen to their parents about recovery. It found out who each addict's' favorite idol was, and got them to read out a letter from their parents on video. The videos were posted on YouTube and a link sent to the addict, from the celebrity themself. Those who responded (at lest 35 so far) were offered free treatments.
Credits
- Date
- Apr 08, 2013
- Brand:
- Manantiales Foundation
- Client:
- Manantiales Foundation
- Agency:
- La Comunidad-Miami
- Executive Creative Director:
- Jose Molla
- Executive Creative Director:
- Joaquin Molla
- Creative Director:
- Rodrigo Butori
- Creative Director:
- Gustavo Lauria
- Art Director:
- David Alvarez
- Art Director:
- Hernan Ibanez
- Copywriter:
- Fernando Carrera
- Head of Production:
- Laurie Malaga
- Producer:
- Marco Arguello
- Editor:
- Pablo Colella
- Post House:
- Vapor Post
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Project Type
