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RaiaDrogasil Announces Generous Donation in Covid-19 Fight with 'Every Care Counts' Spot

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The McCann Health campaign featuring a video by FCB Brasil was launched highlighting the small acts of kindness that really matter during the pandemic

RaiaDrogasil Announces Generous Donation in Covid-19 Fight with 'Every Care Counts' Spot

RD (RaiaDrogasil) launched a nationwide campaign on May 16th, created by advertising agency McCann Health and aimed at communicating the company’s initiatives designed to help fight the Covid-19 pandemic.

The launch featured a one-minute commercial that was shown during the breaks of Jornal Nacional and Fantástico, on TV Globo. The campaign will also have 30-second commercials on other TV programs, as well as ads on major newspapers and magazines, and initiatives on digital media, CRM, and influencers.

With a soundtrack based on the famous song ‘O que é, o que é?’ by Gonzaginha, performed by Maria Rita, the video created by FCB Brasil shows different scenes of everyday life, depicting what really matters to people in this unprecedented crisis.

The video is ‘Covid-free,’ meaning that extra measures were taken to prevent any contamination during its production. Production house Stink Films cast the family members of the film crew as actors, and the directors used equipment they had at home. In-store filming was done by each store’s employees, under instructions from the video’s director, Pedro Tejada.

The video shows families coming together in their homes because of social distancing, kind gestures among neighbours, people looking out for the elderly, and even scenes of personal and beauty care. It stresses that every little act of kindness counts in helping us all face the impact of the Covid-19 pandemic, and in providing lessons for a better future.

RD was the first retail chain to implement social distancing and protection measures at its stores, and the campaign also highlights initiatives involving store employees and clients, as well as the new convenience services designed mainly to help the elderly, such as ‘Neighbourhood delivery,’ in which consumers order by phone and the store clerk delivers the products in person.    

The video, and the campaign as a whole, also highlight the creation of the Every Care Counts fund, through which RD is making a R$25 million donation to reference hospitals throughout Brazil, focusing mainly on small and medium-size cities that are distant from large urban centres. Through a QR code that appears at the end of the video, viewers can directly access a hot site that provides more information on the initiative.

"The video is the central piece of the campaign, which has the goal of engaging all of society in the actions we are promoting to fight the coronavirus. RD has more than 2,000 stores throughout the country, with over 8,000 pharmacists, and we realise the important role drugstores play in the healthcare chain. We are evolving from a simple drug retailer to a local health provider, making primary care more accessible and available,” says Vitor Bertoncini, RD marketing director.

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Agency: FCB Brasil 


Client: Raia Drogasil 

Product: Covid-19 

Title: Every care counts


Strategy, creative and production: FCB Brasil

Amanda Fonseca, André Mezzomo, Anna Martha Silveira, Cristina Omura, Deborah Vasques, Dudu Doria, Elton Longhi,Fábio Freitas, Fábio Simões, Fernanda Geraldini, Giovanna Levy, Henrique Aquino, Luana Lima, Luiz Gustavo Zaize,Murillo Moretti, Pedro Lazzuri, Priscilla Altoé, Renata D’Ávila,Ricardo John, Rodrigo Resende 

Production house: Stink Films 

Director: Pedro Tejada 

Photography: Ariel Schvartzman, Bruno Tiezzi, Helen Salomão 

Director’s assistant: Gustavo Gusmão 

Creative assistant: Daniel Ferro 

Production director: Rafa Rocha

Executive director: Ingrid Raszl 

Executive producers: Renata Dumont, Carolina Junqueira, Tico Cruz, Camila Martinez, Ana Gazal, Marcela Amstalden.  

Production coordinators: Paula Macedo, Rogerio Maestro, Mariana Kerche, Amanda Grell

Post Production 

Post-production coordinators: Roberta Bruzadin, Marcela Murer 

Assembly: Victor Cohen 

Editing: Victor Cohen 

Post-production: Diego Morone, Daniel Ferro 

Color Grading: Osmar Jr. 


Audio production: DaHouse Audio 

Client services: Cassiano Derenji 

Music: É o que é - Gonzaguinha 

Musical arrangement: Lucas Mayer 

Musical production: Lucas Mayer, Silvinho Erne 

Voiceover: Luciana Paes 

Singer: Maria Rita 

Audio mixing and post-production: Lucas Mayer 

Client approval: Vitor M. Luti Bertoncini

FCB Brasil, Mon, 01 Jun 2020 15:53:25 GMT