Plague, smallpox, TBC - the Caritas 2012 TV spot by BBDO Proximity addresses a taboo : poverty is sickening

Liberty, equality, fraternity? Not quite, health is the number one desire of all people. There is a saying that a healthy person has many wishes, a sick person has only one and it's even worse when they find themselves with their hands tied. No need to go into issues of unemployment, meaning of life, addiction problems, loss of social contacts . . . we know about all that stuff from advertising. The decisive factor is – as usual – money.

The campaign 'Armut macht krank' (poverty is sickening) by the German Caritas from Freiburg tries to draw attention to the 'biggest pathogenic'. Poverty. No, not intellectual poverty (or maybe that too?).

The campaign was created by long-standing Caritas partner BBDO Proximity from Düsseldorf. The spot was created in cooperation with Berlin-based production company Cobblestone. The pictures were captured by the team in the miniature greenhouses of an apartment. Christian Meyer from Mosermeyer (also Berlin) took care of the sound design. German actor Matthias Brandt (Polizeiruf 110, Denn sie wissen nicht, was sie tun) lent his sonorous voice to the spot.

The pro bono spot will be running on several private TV channels soon. The German Caritas even organised its airing in cinemas, for which it solely relied on the cooperation of the cinemas. Furthermore, Caritas fights for a health care system in Germany that is independent of income and education.


jeder-verdient-gesundheit.de