Ogilvy Healthcare Brussels launched the ‘Superhero? Pharmacist!’ campaign developed on behalf of APB, the Belgian Pharmacists’ Association, as part of a strategy to emphasize the added value of pharmacists. The campaign has been developed with the support of Ogilvy PR Brussels, responsible for the promotion of the campaign through media relations activities.
A tv spot has been designed in which children of pharmacists (recruited via an online casting) explain what the job of their parents actually encompasses. Through their eyes, the public learns that their parents ‘brew magic potions like in Asterix and Obelix’, ‘sometimes even save lives’, amongst other amazing feats. At the end of the 35 second spot the children are asked whether their parents are by chance superheroes if their job covers all those mentioned elements. Their disarming answer is ‘Well no! Pharmacist!’. In addition to the tv spot broadcast on national TV channels, posters have been designed to spread the slogan ‘Superhero? Pharmacist!’ throughout pharmacies in Belgium. The goal of the campaign is to bring the profession of pharmacist closer to the public, emphasizing their role as front line caretakers and shedding light on their daily commitment to the safety of patient drug use. The PR campaign resulted in more than 25 clippings in the Belgian press.
Link to the video: Dutch-speaking: http://youtu.be/vdQgPJp93PU and French-speaking: http://youtu.be/4KbWSjsrM9s