Campaign created by Ogilvy Brasil is an animation that talks about the friendship of a child with a rare plant
Pfizer launched an awareness and support project to raise awareness of the care and treatment of rare diseases in Brazil, in the “Cuidados Raros” campaign.
The campaign, created by Ogilvy Brasil, is an animation that tells the story of the friendship between a boy and a rare plant: a Mimoso Jacaranda (Jacaranda cuspidifolia), making an allegory between the care, attention and support network necessary for the life of one patient and a species from the Atlantic Forest.
The animation is being broadcast on Pfizer’s social media and aims to reach as many people as possible, with real testimonials from patients who have a rare disease, such as transthyretin amyloidotic cardiomyopathy (known as Cardiac Amyloidosis).
“We know that there is a strong lack of information about the universe of Rare Diseases, which is why this campaign is so important. The vast majority of patients take years to receive the correct diagnosis, delaying the start of treatment”, explained Adriana Ribeiro, Medical Director at Pfizer Brasil.
In addition to the campaign, Pfizer announced support for the Forests of the Future Program of SOS Mata Atlântica, with the objective of planting five thousand seedlings of rare or endangered trees in Brazilian forests.
“We found a sensitive, creative and didactic way to make people aware of the ways of diagnosing, treating and caring for people with rare diseases, showing how sensitive and special these cases are”, highlighted Rafael Figueiredo, creative director at Ogilvy Brasil.
