Chronic Obstructive Pulmonary Disease (COPD) is the third leading cause of death worldwide (source: WHO). Very few people are aware of it, leading to a lack of prevention, timely recognition, medical check-ups. Because it’s a disease with the wrong name. It does not stick to people’s minds. It’s just one example. There are many others.

For this reason, public administrations, patient associations, and pharma companies are increasingly requiring the development of disease awareness campaigns. Campaigns that provide endorsed scientific information through the creative techniques of advertising, able to attract attention and produce a call to action. And using the appropriate tone of voice in order to avoid scaring people.

During this workshop, we’ll examine the most impactful campaigns, ideas, initiatives, types of engagement, critical issues. The students will be involved in the various steps of the creation of a campaign: brief, brainstorming, insights, creative review. In order to raise awareness of diseases awareness campaigns.

Angelo Ghidotti

Angelo Ghidotti has been working in healthcare communication for thirty years.
He is currently Executive Creative Director at VMLY&Rx Milan – part of the WPP global communication network. His creative work has been recognized by several national and international awards and he’s often invited to attend creative juries.
Angelo teaches Creative Methodologies at the Catholic University of Milan and runs a Creativity Lab at the State University of Milan.

Case studies