| posted by

Ad of the Day: Ogilvy reminds Amazonian women to fight cervical cancer with blooming flower

Flower of Life

How can cervical cancer be fought for the people in the Amazon forest? With a flower that blooms once a year.

In a place where the incidence of the disease is three times the average of the rest of Brazil, Ogilvy Brazil worked with Hermes Pardini Laboratories and Pará State Department of Health to come up with a non-technological-based solution – one that involved a flower that blossoms once a year to remind Amazonian women to have their annual gynecological exams.

The ‘Flower of Life’ is a message inspired by nature that works in a region of low literacy rate, deep in the forest, with no roads and no cell signal, where leaflets and other media solutions are never enough to impact the audience. The flower was developed as a crossbreed of cattleya, created to blossom once a year as a reminder for women to get checked for this potentially deadly disease.

A video shows the flower, its caretakers and social workers who helped distribute it to isolated communities in the Amazon basin. The flowers will help inform over one million women to get their annual checkups.

“By taking care of a plant, you take care of yourself,” says Dr. Heloisa Guimaraes, health representative for the state of Para, in the video.

The local State Department of Health says the campaign involves 3,000 public health agents distributing 5,000-plus flower, which will help transform prevention into a local culture.

Agency: 
Ogilvy
Brand: 
Hermes Pardini Labs and Pará State Department of Health

How can we fight cervical cancer in the Amazon forest, where the incidence of the disease is three times the average of the rest of Brazil?

The answer: a flower that blossoms once a year to remind Amazonian women to have their annual gynecological exams. The Flower of Life is a message that works in a region of low literacy rate, deep in the forest, with no roads and no cell signal, where leaflets and other media solutions are never enough to impact the audience.

The local State Department of Health estimates that 1 million women are going to be reached by the campaign, that involves 5,000 public health agents. It transforms prevention into a local culture.

Clients: Hermes Pardini Laboratories and Pará State Department of Health
Agency: Ogilvy Brazil
Chief Creative Officer: Claudio Lima
Executive Creative Director: Felix Delvalle
Creative Director: Ricardo Sciammarella
Art Directors: John Bogea, Rodrigo Panachao
Copywriter: Pedro Rosas, Tarik Frank
Production Company: Corazon Films
Soundtrack: Cabaret Audio

 

Featured by The Drum

1