Roche OK to Fear

BRIEF

The narrative was based on one of the most powerful emotions determining people’s actions, one that governed the entire human population in 2020: FEAR. Deeply rooted into all survival mechanism, a condition of evolution itself, and a far more effective deterrent to potentially harmful behaviour than positive, hopeful or feel-good messages.

SOLUTION

We are not to fight fear. Instead, we embrace it. Because FEAR is good, as long as it keeps you alive. So we went on a mission to normalize fear. Our core message: IT’S OK TO BE AFRAID, told in a video manifesto about three major types of cancers.

The digital hub of the campaign spoke of the personal control we have over our lives: www.cdelacontrol.ro – the first Roche owned content platform dedicated to cancer patients or potential patients in Romania.