Pfizer: Test of courage

Pfizer, an American pharmaceutical corporation, showed the Brazilian public that depression is treatable but often misunderstood, by creating a video of actors playing the role of someone with depression to highlight and help to stop stigma.

Campaign details

Brand: PfizerAgency: Ketchum/Little George

Overview

As part of Yellow September, Pfizer's month-long awareness campaign on the affects of depression, the agency delivered a dramatic twist. Enlisting professional actors who think they're being cast in a movie, the viral video captures the moment when they realize they don't know how to portray people with real depression: a profound illustration of the misunderstanding that surrounds the disease.

Situation

According to the World Health Organization, depression affects 322 million people worldwide. Between 2005 and 2015, that number grew 18.4%. Brazil has the second highest prevalence of depression in...

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