Pfizer: Screen Test

Depression contributes to more than 10,000 suicides in Brazil each year. People think they know the signs, but clinically-depressed people sometimes show no suicidal tendencies at all. During Yellow September, we invited professional actors to audition with a famous Brazilian director. But there was a twist: the casting call came with no script and just one scene direction: play a character who suffers from depression. We wanted to capture the misperceptions surrounding the disease on camera. “Screen Test” became Pfizer’s eye-opening centerpiece, driving widespread media coverage, social conversation, and life-saving facts. The campaign inspired shared stories with more than 3 million media impressions, 865,000 views, 9,000 shares and a partnership with www.suicide.org.