Created by Giusti Creative PR, the action brings a young mystic to talk about the risk factors for the development, prevention and detection of the disease
Merck introduced the ‘Who Looks, Takes Care’ campaign to raise awareness about pre-diabetes. Created by Giusti Creative PR and produced by Santeria, the action brought a tent in São Paulo with a young mystic, who invited the public to participate in a free card reading experience. In the approach, the mystic pulled personalized cards, with characters that represented the risk factors for the development, prevention and detection of the disease.
The campaign also includes the launch of a personalized deck ‘Who seeks, takes care’, the same one that the mystique uses in the film. The proposal is that the deck serves as a light and playful tool to approach the topic.
“Even today we hear a lot of expressions like ‘those who look for it, find it’, or ‘only those who go to the doctor get sick’, which end up generating fear of the diagnosis. We want to combat this misinformation, using a powerful hook and a simple message: who wants to have a healthy future, go to the doctor and investigate – this is the only way we can guarantee the future of health”, says Raquel Soriano, head of communications at Merck Brasil.
