Hermes Pardini: Case study

Credits & Description:

Brand HERMES PARDINI
Entrant OGILVY BRASIL SAO PAULO
OGILVY BRASIL Sao Paulo, Brazil Entrant Company
OGILVY BRASIL Sao Paulo, Brazil Idea Creation
CORAZON FILMES Sao Paulo, Brazil Production
CABARET STUDIO Sao Paulo, Brazil Production
OGILVY BRASIL Sao Paulo, Brazil PR
HERMES PARDINI Belo Horizonte, Brazil Additional Company
Claudio Lima Ogilvy Brasil VP Executive Creative Director
Félix del Valle Ogilvy Brasil Executive Creative Director
Ricardo Sciammarella Ogilvy Brasil Creative Director
John Bogéa Ogilvy Brasil Art Director
Rodrigo Panachão Ogilvy Brasil Art Director
Tárik Frank Ogilvy Brasil Copywriter
Pedro Rosas Ogilvy Brasil Copywriter
Thais Frazão Ogilvy Brasil Planning Director
Paty Silveira Ogilvy Brasil Producer
Fabiola Thomal Ogilvy Brasil Producer
Larissa Ferrari Ogilvy Brasil Account Director
Juliete Petri Ogilvy Brasil Account Supervisor
Priscilla Gonçalves Ogilvy Brasil Account Manager
Alessandro Ferreira Hermes Pardini VP Commercial and Marketing
Cristiane Vieira Hermes Pardini Corporate Marketing Manager
Mariana Fonseca Hermes Pardini Digital Marketing Analyst
Ricardo Sampaio Corazon Filmes Director
Thiago Cauduro Corazon Filmes D.O.P
Nestor Grun Corazon Filmes Cameraman
Paulo Afonso Corazon Filmes Producer
Igor Ferreira Corazon Filmes Executive Producer
Marcela Bortolai Corazon Filmes Account Producer
Zeca Sadeck Corazon Filmes Editor
Alan Porciuncula Corazon Filmes Colorist
Otávio Cavalheiro Cabaret Music Producer and Sound Design
Angelo Colasanti Cabaret Composer
Giana Sena Cabaret Voice Over Artist
44av Cabaret Voice Over Artist
Debora Carvalho Cabaret Account Producer
Published: April 2018
Synopsis:
In a region with no cell signal, no roads and no internet, it's hard for women to be reminded every year about the pap test. So we developed the “Flower of Life”. A kind of cattleya that blooms once a year and everytime it does, reminds Amazonian women it's time for the pap test against cervical cancer. An initiative led by Grupo Hermes Pardini with the support of the Pará State Department of Health, a state with 3 more cases of the disease than the average in Brazil.
Entry Summary
According to the National Cancer Institute (INCA), the Brazilian Amazon has 3 times more cases than the country’s average (up to 46 cases/100,000 women), due to the lack of infrastructure and information. In the Amazonian region, there is low female literacy, causing the lack of awareness the importance of annual cervical cancer prevention exams. This prompted the State Department of Health to take action, that slightly reduced the statistics in recent years, but that effort wasn’t enough. This could be explained by the use of booklets, posters and other advertisements that simply don't work in this region. Since people in this area rely on plants for sustenance and medicine, we decided to use one as a calendar.
Entry Summary
According to the National Cancer Institute (INCA), the Brazilian Amazon has 3 times more cases than the country’s average (up to 46 cases/100,000 women), due to the lack of infrastructure and information. In the Amazonian region, there is low female literacy, causing the lack of awareness the importance of annual cervical cancer prevention exams. This prompted the State Department of Health to take action, that slightly reduced the statistics in recent years, but that effort wasn’t enough. This could be explained by the use of booklets, posters and other advertisements that simply don't work in this region. Since people in this area rely on plants for sustenance and medicine, we decided to use one as a calendar.
Brief Explanation
To remind Amazonian women to have their annual gynecological exams and prevent cervical cancer, we are visiting the communities around the river by boat and giving those women a unique flower that opens only once a year. And every time it does, they will know that it’s time to schedule their annual Pap Test. This flower was specially developed by a botanical specialist. In partnership with the Secretary of Health, we identified the poorest communities living around the river to reach women who do not take the pap test. Moreover, 3000 health department agents of Pará state were involved in the project serving different tasks such as: providing classes for community leaders, helping women go to local clinics to take the exam, promoting local events to spread awareness and many other activities.