The Chrysalis Initiative - "Inequality You Can’t Ignore"

EVERSANA INTOUCH

EVERSANA INTOUCH Overland Park, Estados Unidos

Prêmios

5152

Esse anúncio faz parte da Coleção ACT Responsible

Marca: The Chrysalis Initiative
País: Estados Unidos

Anunciante: The Chrysalis Initiative

Titulo	Inequality You Can’t Ignore
Agência	EVERSANA INTOUCH
Campanha	Inequality You Can’t Ignore
Anunciante	The Chrysalis Initiative
Marca	The Chrysalis Initiative
Posted	Abril 2023
Sector Empresarial	Instituições, organizações não governamentais
História	In the US, Black women are 42% more likely to die from breast cancer than white women – even when income and access to care are the same. In a systemically biased healthcare system, Black women are often dismissed and treated with prejudices that keep them from receiving an equitable standard of care.
Filosofia	The campaign features three women who were negatively affected by discrimination in their breast cancer care. The simple-yet-powerful photography depicts the women with the inequality symbol painted boldly across their breasts in white – highlighting the disparity in outcomes between white women and Black women. Scanning a QR code on the poster activates an AR experience with hard-hitting, astounding facts on the biases Black women face, and then takes users to a microsite where they can learn even more, sign up for Unconscious Bias training, and obtain important resources. https://thechrysalisinitiative.org/inequalityyoucantignore/#stats_section
Problema	The Chrysalis Initiative is a nonprofit that exists to disrupt disparities in breast cancer care. After partnering with marketing agency EVERSANA INTOUCH last year to launch “Erase the Line” – the award-winning campaign that included the first-ever app created specifically for women of color facing bias and racism in breast cancer care – the organization is now turning its attention to hospitals in an effort to get medical providers to confront this reality.
Resultado	The campaign features three women who were negatively affected by discrimination in their breast cancer care. The simple-yet-powerful photography depicts the women with the inequality symbol painted boldly across their breasts in white – highlighting the disparity in outcomes between white women and Black women. Scanning a QR code on the poster activates an AR experience with hard-hitting, astounding facts on the biases Black women face, and then takes users to a microsite where they can learn even more, sign up for Unconscious Bias training, and obtain important resources.
Tipo de Mídia	Viral
Comprimento	253 seconds
Director executivo criativo	Nicholas Capanear
Chief Creative Officer	Susan Perlbachs
Director criativo	Diana Krulik-Bentzen
Designer	Christine Bringuez
Medical Strategy	Luke Nunnelly
Director de contas	Jackie Budd
Project Manager	Jonah Grotz
Produtor	Tracy Moore
Illustrator	Luciano Cian
Fotógrafo	Yachin Parham
MUA	Jaleesa Jaikaran
Hairstylist	Ikeyia Powell
Body Painting	Agata Helena
DP	Ciara Ingram
Produtora	Dalmatian Cow
Film Director and Editor	Jean-Paulo Lasmar
Cinematographer	Bryan Rubén Mendoza
Música	Ritmika Audio Arts
Compositor	Henrique Tanji
AR PRODUCTION COMPANY	Wildlife
Producer	Christina Jobe
GCD	Ivan Blotta
GCD	Billy Custer
ACD	Bryan Perley
GCD	Ron Larson
Group Experience Director	BINH TRAN
Director de media	Amy Ogden
Director Creative Technology	Craig Johnston
Produtor executivo	Tracy Moore
Pós produção	André Magri
Editor	Fernando Oliveira
Color Grading	Daniel Mendes
VFX	Marcus Mantovanelli
VFX	Diego Roque
Motion Graphics	Eduardo Ferreira