Herpes Zoster (also known as shingles) is a disease caused by reactivation of the Varicella virus, which can remain latent for many years, until it is reactivated.

Apart form a rash in the form of blisters, few people know it can remain as a nervous pain as intense as it is difficult for patients to explain.

GSK came to us with a very specific need: that invisible pain needed to be expressed in some way to raise awareness among society.

We listened to several patients who could only describe that pain through metaphors: they couldn't but repeat “it's like…”. Of course, words were not enough.

We needed a different approach. How could we possibly make people feel something that cannot even be described? it remained clear that a sensitive touch would be vital, so we draw upon a form of expression capable of transmitting the experience through this disease, and which would help us reach very different audiences in diverse formats and channels: artistic expression.

With Society as our main target, our main goal was to create strongly appealing yet expressive pieces. Painting, performance, photography and cinema went hand in hand in a 360 campaign that could be felt.

Of course, all of this would be useless without a strategic plan: complementary pieces were used in different timings creating an increasing sensitive flow through the whole campaign: a unique event as a starting point, visuals used as impressive impacts, sensitive audiovisual piece to awake empathy, bodypainting and Photography to keep interest... Everything accesible in the Campaign's web which acted as operational center.

Media placement plan completed the global strategy.

Every action was strictly plannified and included in the 2022-23 annual plan.

A global timeline was developed and defined so launch/acts would take place in a unique date separated from other relevant acts. Each and every piece of the Campaign had its own main role in this national campaign.

To ensure we access every audience, apart from digital strategy, we reached several territories and cities through local events.

Paid Media

Estimated Reach: 0,5M users, 1,4M impressions.

Instagram & Facebook: estimated reach 2,2M users, 2,3M impressions.

Search: 4,3K Impressions

Programatic: 0,46M Impressions

General WEB: 4.855 - Medium time: 19”

Exposition website: 2.234

Tweets

3.558 impressions

CTR de 1,24%