Fabogesic: A Responsibility Dose

Self-medication is a social issue that affects everyone. Only in Argentina, 50% of the population consumes pain relievers irresponsibly. For this reason, Fabogesic Ibuprofeno, one the best-selling painkillers in Latin America, has decided to join Publicis Buenos Aires to make a campaign that aims directly to stop people from self-medicating. A Responsibility Dose has a Hero Video in which Fabogesic invites consumers to realize that a little pain is not necessarily a bad, and that not taking medicines is sometimes the best thing to do. According to the campaign, “a little pain can be a reward for the effort we make”. It was a full campaign and had different touch-points: from creating an “Anti-Self-medication Pack”, a redesign in which consumers are offered different healthy alternatives before an ibuprofen, to tutorials and digital tips to try all other options to relieve pain before taking a pill. The awareness raising even reached users who were looking up symptoms on the internet, where they were discouraged to self-medicate and the own brand offered them to contact a doctor to avoid irresponsible medicine use.