FNOPI / Don't call us HEROES.
During the pandemic, we referred to them as “heroes”. Yes, we are taking about nurses-men and women who dedicated an important year of their lives to the life of others.Heroes told, praised, acclaimed as if in a film but then… forgotten, as often happens in real life. We wanted to draw the attention back to nurses with a campaign whose hashtag brings back to life the humane side of people divided between their nursing activities during the pandemic and their private lives: #Nonchiamatecieroi (don’t call us heroes). Marta, Gianluca, Elisabetta and Cristiana are testimonials to a moment cut in half between the praise of those talking about heroism and a more intimate reality behind the protective equipment.
- IndustryHEALTH CARE
- ServicesCOMMUNICATION CAMPAIGN & DIGITAL COMMUNICATION CAMPAIGN, TVC
Real stories, stories of human beings.
The multi-subject image campaign on multiple channels and media was associated with a series of videos-social media pills. The idea was to maximize the visibility of the campaign making it even more human and highlighting the real stories of the testimonials. The protagonists shed light on their experience by talking about aspects of their lives that we would never have thought possible without this opportunity. The interviews are available on the FNOPI official channels.
Target audience understanding
ADV creative strategy
Casting & recruiting