Brazilian Ministry Of Health: EFFECTS OF CRACK

Credits & Description:

Category: Best Use of Social Media Marketing

Advertiser: BRAZILIAN MINISTRY OF HEALTH

Product/Service: ANTI-DRUG CAMPAIGN

Agency: MASTER COMUNICAÇÃO

Date of First Appearance: Feb 9 2010 12:00AM

Entrant Company: MASTER COMUNICAÇÃO, Curitiba, BRAZIL

Copywriter: Felippe Motta

Art Director: Eduardo Tavares

Creative Director/Chief Creative Officer: Flavio Waiteman

Creative Director: Victor Afonso

Production: (Gottan Comunicação)

Agency Producer: Thaysa Bono

Media placement: Community Application - Facebook - 09/02/2010



Results and Effectiveness

In less than two months, more than 50,000 users installed the application and spread invitations on their personal network. The initiative received coverage from the press, appearing on several blogs, web sites and newspapers.



Creative Execution

An application called Effects of Crack was created especially for Facebook. The users received an invite to experience the Effects of Crack. Once the application was installed users immediately lost the friends, photos and communities that used to be on their Facebook profile, proving that when crack enters their lives they lose everything.



Insights, Strategy & the Idea

The Brazilian Ministry of Health wanted to reach young middle-class Brazilians who, in the past year, became one of the fastest-growing groups of crack users. In order to speak to this audience using an idea with a limited budget, it went to Facebook to demonstrate what happens when people try crack in the real world.