Healthcare Company GSK collaborates with veteran actor Amitabh Bachchan to raise awareness about shingles
Healthcare company GlaxoSmithKline (GSK) has announced a partnership with veteran actor Amitabh Bachchan to raise awareness about shingles, a painful condition that affects 1 out of 3 adults above the age of 50 years.
The campaign film evocatively captures the agonising pain caused by shingles and its debilitating impact on the people living with it. It gives an important message that it is possible to protect ageing adults against this pain through vaccination.
Bachchan expressed his thoughts on the partnership, stating, “Shingles is a known source of immense pain and is particularly distressing for senior citizens. I urge all older adults to consult with their doctors for preventive measures against shingles.”
Rashmi Hegde, Medical Director, GSK, said, “Amitabh Bachchan has been the face of several disease and vaccination awareness campaigns before, and his support has motivated people to take the required action to prevent these diseases. Today, India’s ageing population is rising, and we need to make them aware of diseases such as shingles which can impact their quality of life. We believe this will persuade more people to talk to their doctors about protecting themselves or their loved ones from shingles.”
The film has been conceptualised and executed by Lowe Lintas. The creative focus is on capturing the intensity of the shingles pain through powerful metaphors and images. The representation of pain is based on scientifically documented patient testimonies.
Commenting on the creative insight for the film, Sagar Kapoor, Chief Creative Officer (Global Brands), Lowe Lintas said, “Our challenge was to find a way to ‘show’ the unbearable pain of shingles, a sensation that can only be ‘felt’. That is why we have made use of imagery such as sharp nails piercing the body or a person getting electric shocks. We do not want to scare people, but we want to make them aware that Shingles can be extremely painful, and it can be prevented.”
Watch Campaign Video: https://youtu.be/a6rOyDzA9EA