Respiro

 IMPORTANT: RESPIRO is an imaginary brand.

Challenge: Get people (kids age 7-16 with cystic fibrosis) to participate in RESPIRO’s clinical study.

 Insight: Cystic fibrosis is just a part of their life, it doesn’t define who they are.

POSTERS

The posters will be displayed in the waiting rooms of clinic trials. To stand out from the usual, boring announcements, these posters will be disguised as educational “Word of the Day” posters to get parents to take a look. 

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SPOTIFY ADS

A typical user listens to 30 minutes worth of music before getting a bunch of ads. However, in exchange for 1 hour of ad-free music, the user must watch one ad, usually longer than 1 minute. This particular ad on Spotify, is a quick, 30-second teaser that lets users opt to watch the animation.

The idea of a Spotify ad came from listening to patient videos. Patients with cystic fibrosis have a very different sound compared to those who don’t have CF. One patient even described her childhood as having to take “commercial breaks” from playtime to take her medication.

 

AD 1   Voiceover: Teenage girl, around 13 to 15 years old. Coughing.  “Hey. (MULTIPLE COUGHING) Sorry. Don’t you just (COUGH) hate it when something like this ruins your rhythm? Like, you were getting into it and all of a sudden (MULTIPLE COUGHING). Thanks, cystic fibrosis. Anyway. To continue listening without any (COUGH) distractions for the next hour, please watch this video.”   AD 2   Voiceover: Young boy, around 10 years old. Coughing.  “(MULTIPLE COUGHING) Sorry about that. These distractions can get annoying. It’s not something you can pause or skip. (COUGH) I’m talking about cystic fibrosis, by the way. If you want to keep going without any (COUGH) interruptions for one hour

AD 1

Voiceover: Teenage girl, around 13 to 15 years old. Coughing.

“Hey. (MULTIPLE COUGHING) Sorry. Don’t you just (COUGH) hate it when something like this ruins your rhythm? Like, you were getting into it and all of a sudden (MULTIPLE COUGHING). Thanks, cystic fibrosis. Anyway. To continue listening without any (COUGH) distractions for the next hour, please watch this video.”

AD 2

Voiceover: Young boy, around 10 years old. Coughing.

“(MULTIPLE COUGHING) Sorry about that. These distractions can get annoying. It’s not something you can pause or skip. (COUGH) I’m talking about cystic fibrosis, by the way. If you want to keep going without any (COUGH) interruptions for one hour