Fondation Chirac, well known in Africa for its healthcare initiatives, briefed us with a single figure: 800,000 deaths a year occur due to fake medicine. The objective was to make as big of a splash as possible and raise awareness about this tragedy.

We created a real environment for our fake stars: fake interviews, fake radio shows, etc.

After this content was released and the public started to react, we held the press conference for the campaign launch. The videos of the prank were provided to TV networks, which broadcast them for free, representing €200k in earned media.

All the participating artists shared their pranks with their fans on social networks, reaching a total of 10.2 million people. The natural reach would have required a €150k investment.

Including press and radio, our campaign totalled €450k in earned media, and Fondation Chirac’s number of Facebook fans increased by 72% in one month, giving our cause the spotlight it deserves.