Bad Meds
Broadcast and digital PSA, social stunt,
social evergreen content, DOOH
100 Notable Great Ads for Good- Cannes Lion Awards
Did you know that 95% of online pharmacies operate illegally? And that 4 out of every 10 counterfeit pills contain potentially deadly ingredients? Counterfeit and substandard medication is disproportionately affecting Latin, African-American and homeless populations across the US. As individuals seek more affordable prescriptions, they're being faced with fake meds that, at best, don't help and at worst, are deadly.
Fakes are everywhere. Verify Before You Buy.
Sometimes, it’s hard to spot a fake. We launched our campaign with the only way to convince people they could be fooled by internet schemes: by catching them in the act.
We created a fake movie poster using our Bad Meds typography and campaign imagery to lead our consumers to believe that Danny Trejo was starring in a new movie. Plastered across social media and digital OOHs, we hyped up a movie that wasn’t a movie at all. When our audience clicked to watch the full “trailer”, Googled the movie or read the fine print, our PSA would share the true message.
The trailer made our fake-out feel even more real, with the end credits calling attention to fakes.
All of this lead to the launch of our official PSA in one of the highest foot traffic areas in the USA: Times Square.
And of course, it was accompanied by a robust social plan with cutdowns, interviews and native assets- all with the intention of educating our audience.
Some influencers (a lot of influencers) got involved, posting their own messages to social media to drive their followers to our campaign.
And to top it all off, we plastered billboards all over two of the most effected cities in America: LA and San Francisco.
