Spiriva Concept Competition

Tugare & Drucker assigned me as the lead creative for this project. I helped understand the target audience, reframe the problem and create the winning concept, which resulted in a multi-year contract between the client and the agency.

During our research we found out that pulmonology was an increasingly less popular specialization option among medical students, while the number of patients with lung and respiratory diseases was in a constant growth –specially in urban areas and large cities. And that it would take much more than a sales-oriented campaign to change that.

That discovery lead us to create the Novos Ares (Fresh Air / Fresh Breath) Program. A multi-channel campaign to raise awareness about the problem and encourage medical students to consider pulmonology as their area of specialization.

To help spread the word, we concepted the campaign portal –the main point of contact between Spiriva and the students, based on three fundamental pillars:

• Information: raising awareness for the lack of pulmonology experts in Brazil and its impact for current and future generations
• Education: providing educational content, workshops and training to medical students
• Social engagement: encouraging students to engage in volunteer work aiding disadvantaged communities, specially in large and polluted cities and around industrial districts

As a concept competition, the project was not aired. But what we created has granted Tugarê & Drucker a multi-year contract with Boehringer Ingleheim.