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Rehab Clinic Targets Addicts Via Their Favorite Celebrity

La Comunidad and Monantiales Foundation post personalized recordings on YouTube.

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The Manantiales Foundation, a chain of South American drug rehab centers, persuaded drug addicts to seek help by reaching out to them with messages recorded personally by their favorite celebrities. Through agency La Comunidad, Miami, Manantiales targeted addicts who were refusing to listen to their parents about recovery. It found out who each addict's' favorite idol was, and got them to read out a letter from their parents on video. The videos were posted on YouTube and a link sent to the addict, from the celebrity themself. Those who responded (at lest 35 so far) were offered free treatments.

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About

Credits
Date
Apr 08, 2013
Agency:
La Comunidad Miami
Client:
Manantiales Foundation
Executive Creative Director:
Jose Molla
Executive Creative Director:
Joaquin Molla
Creative Director:
Rodrigo Butori
Creative Director:
Gustavo Lauria
Art Director:
David Alvarez
Art Director:
Hernan Ibanez
Copywriter:
Fernando Carrera
Head Of Production:
Laurie Malaga
Producer:
Marco Arguello
Editor:
Pablo Colella
Post House:
Vapor Post
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