Food and Drug Administration (U.S. FDA) Film Epidemic by FCB New York

The Film titled Epidemic was done by FCB New York advertising agency for Food and Drug Administration (U.S. FDA) in United States. It was released in Oct 2018.

Food and Drug Administration (U.S. FDA): Epidemic

Media
Released
October 2018
Posted
March 2020
Industry

Credits & Description:

Alternative title: The Real Cost
Director, Office of Health Communication and Education: Kathy Crosby
Deputy Director, Office of Health Communication and Education: April Brubach
Director, Division of Public Health & Education: Gem Benoza
Supervisory Health Communications Specialist: Michael Murray
Health Communications Specialist: Emily D’Iorio

Agency: FCB New York
Chief Creative Officer: Ari Halper
EVP, Executive Creative Director: Gary Resch
Senior Art Director: James Meiser
Senior Copywriter: Cecile Robertshaw
Executive Producer: Stacy Flaum
EVP, Group Management Director: Suzanne Santiago
VP, Account Director: Dimas Adiwiyoto
Account Supervisor: Mallika Rao
Account Executive: Ally Morrow
Assistant Account Executive: Katie O’Hara
Project Manager: Shantal Gonzalez
Account Director: Jared Shell
Account Director: Earl Adams

Chromista:
Director: Darren Aronofsky
Director of Photography: Matthew Libatique
Executive Producer: Sandy Haddad
Executive Producer, Line Producer: Ted Robbins
Executive Producer: Scott Franklin

Lost Planet:
Editor: Ben Rodriguez
Executive Producer: Krystn Wagenberg
Producer: Casey Cayko
Editor Assistant: Alene Christina
Colorist: Fergus McCall

The Mill:
Senior Producer: Heino Henning
Associate Producer: Sophie Mitchell
Executive Producer: Rachel Trillo
Published: September 2018
Synopsis:
FCB New York, in partnership with FDA, today announced that is has launched the newest evolution of “The Real Cost” youth tobacco prevention campaign. This new campaign, which will focus on the dangers of vaping, is specifically designed to reach and educate the 10.7 million teens who have used e-cigarettes or are thinking about trying them.
“Seemingly out of the blue, vaping among teens has become an epidemic,” said Suzanne Santiago, FCB New York EVP, group management director. “One of the reasons is that the majority of teens have a ‘consequence-free’ mentality toward vaping, and our mission, alongside FDA, is to shatter this perception, by educating them about the harmful and addictive chemicals they may be inhaling.”
“The Real Cost,” first developed by FCB New York in 2014, has successfully prevented nearly 350,000 youth from smoking cigarettes, and for each teen prevented from becoming a smoker, there was $181,000 in cost savings – which means the campaign has averted over $31 billion in future medical costs, to date. Having been incredibly effective at teaching teens the “real cost” of smoking, FCB New York and FDA are now taking on their latest challenge: to teach teens the “real cost” of vaping.
In the first national youth vaping education campaign, FCB New York targets teens ages 12-17 who have used e-cigarettes or are open to trying them, and who perceive no significant harm from vaping regularly. The campaign aims to challenge these teens’ “cost-free” mentality with messages about the hazards associated with using e-cigarettes, including nicotine addiction and potential exposure to harmful chemicals.
Despite these substantial health risks, about 80 percent of youth still claim they do not anticipate profound risk of harm from regular use of e-cigarettes. This insight underscored the pressing need for FCB New York and FDA to focus on vaping in their newest initiative for youth tobacco prevention, and to create a targeted public education effort about the dangers of using these products in particular.
FCB’s new campaign – appropriately entitled “Epidemic” – employs the unsettling visual metaphor of an organism, in order to depict the negative consequences to the lungs, bloodstream and brain posed by vaping. “Epidemic,” as a whole, ultimately seeks to awaken its teen audience to the damaging effects of e-cigarettes, while showing how vaping has become a serious – and spreading – social epidemic.
“It’s been thrilling to be a part of this bold and aggressive mobilization by FDA to counter this epidemic by educating teens on the potential consequences of vaping,” added Gary Resch, FCB New York EVP, executive creative director. “We knew it would require work that was audacious and provocative, and we are excited about what we’ve delivered.”
FCB worked with acclaimed director Darren Aronofsky to film “Epidemic.” The campaign also consists of online radio, banner ads, GIFs, custom units and online takeovers, all driving to a 360-degree digital experience.