São Paulo - Despite affecting millions of people around the world, depression is surrounded by prejudices and lack of information. To incite reflection in society about the seriousness of this disease and encourage people to seek appropriate treatment, the movement “Next Step” promotes dance sessions to complement the multidisciplinary treatment of depression. Created by Agência Tudo for Libbs Farmacêutica and supported by Instituto Ivaldo Bertazzo, the initiative resulted in a documentary and a photographic exhibition, which tell the experience of 40 people with a history of the disease that became protagonists of a dance show.
The idea to invite real people to take a step towards overcoming depression under the positive light of dance associated with medical treatment, came from Tudo after observing some other campaigns around the same theme. "We had noticed that the vast majority of campaigns that addressed depression were dark, heavy, and even depressing. On top of that, there is the matter of prejudice. Many people don't face depression as a disease and loads of families don't see it as a problem or believe that the person is just sad or lazy. That's why not too many people go after medical help and live their lives for many years without finding an answer, which can result in severe consequences," says Iron Neto, managing partner and business director at Agência Tudo.
Neto explains that, based on that scenario, Libbs asked the agency to think of a different way of addressing the cause. Tudo eventually decided to use dance as a platform of content to raise awareness in Brasil upon the real stories registered in the documentary and in the photos. "Why dance? Because it reestablishes balance, motivation and connection with life. It is a language that forces the person to move their bodies and overcome inertia. It can be the first step, when associated to medical care, to fight depression and leave it behind," completes the advertiser.
The documentary (directed by Tico Vicente, from Black Filmes) and the photographic exhibition (signed by Miro Estúdio) capture the experience of 40 people that overcame the disease and became protagonists of a dace show. After posting a public announcement on the Internet, the project received more than 1,000 applications in one week which resulted in 120 face-to-face interviews and four dozen participants. The 'dancing citizens', as called by the educator and choreographer Ivaldo Bertazzo, undertook an intensive four-month program of rehearsals and were challenged to take part of a dance show open to the general public in Sesc Vila Mariana, in São Paulo.
The documentary can be watched for free on the official platform www.oproximopasso.com.br, which also brings comprehensive information about the project. The exhibition was displayed for free in Shopping JK Iguatemi, in São Paulo.
ABOUT LIBBS FARMACÊUTICA
Libbs is a 100% Brazilian pharmaceutical company that has been in the market for 60 years. It employs about 2,500 people and is currently the 8th largest retail pharmaceutical laboratory in the country. The company invests 10% of its revenue in R&D and innovation and markets about 90 brands spread onto more than 200 medicines from diverse segments, such as cardiovascular, gynecology, oncology, dermatology, respiratory, transplants and central nervous system.
Libbs was the first pharmaceutical company in Brasil to implement the tracking system called Sistema Nacional de Controle de Medicamentos (National Medicine Control System). More recently, it opened its Biotechnology plant to produce biological medicines indicated to the treatment of cancer and autoimmune diseases with single-use technology (production that uses bioreactors with disposable bags). The company understands that its mission is broader than just making medicines and that is why it also carries out key corporate social responsibility works that support educational, cultural and sports projects focused on health, education and quality of life, always linked to overcoming difficulties. Libbs's objective is to help people achieve a full life and be the most admired Brazilian pharmaceutical company in the world.
ABOUT AGÊNCIA TUDO
Tudo is a live marketing company that activates brands upon a dense strategic planning. It always works in line with digital and mobile and reflects the concept of thinking integrated communication. All that turns the agency into an extension of the marketing department of its clients. Tudo embraces the mantra 'Think. Do. Propagate. Transform', which translates the ability to plan, execute and propagate result-driven projects by one of the best teams of specialists in Brasil. In its 12 years, the company has signed international, national and regional works for brands such as Itaú, Ambev, Nestlé, Diageo and Vivo, just to name a few. Its solid work has been recognized by significant awards, like Caboré, Wave, Globes Awards and several others. Tudo is part of the ABC Group, which belongs to the global holding company Omnicom.
Watch the full video here:
Product: Zetron XL
Title: Próximo Passo – O Projeto
President: Maurício Magalhães
Executive Creative Director: Nina Lucato
Creative Director: Cristiano Franco
Art Director: Cristiano Franco / Nina Lucato
Copywriter: Maria Cristina Del Nero / Nicolla Raggio
Strategy Director: Gustavo Teixeira
Strategist: Cleber Paradela / Felipe Tobal / Leandro Gimenez / Virna Miranda
Account Director: Iron Neto
Account Executive: Ana Cláudia Benini / Ana Paula Pimentel
Account Manager: Natália Mazzi / Vanessa Caruso
Media Director: Lúcia Cucci
Media Assistent: Ana Carolina Costa / Matteus Martins
Production Director: Iron Neto
Audiovisual Production: Dandara Santana
Film Production: Black Maria
Film Director: Tico Vicente
Film Account Director: Prix Adaime
Film Executive Production: Angela Farinello
Film Post Production: Marcio Faurer
Music Director: Ruben Feffer
Music Production: Zé Ruivo
Assistent Music Production: Rodrigo Custódio
Music Production: Flavia Prats Feffer / Erika Marques / Juliana Calazans
Music Post Prodiction: Ultrassom Music Ideas
Photography Post Production: Fujocka
Client: Alexandre Varga / Roberta Calvoso / Wilson Junior