Ogilvy Bolivia and Arcor Launch Informative Storytelling Campaign for Celiac Disease Awareness Month

Arcor likely has the largest variety of gluten-free food products in the market, and to promote this, Ogilvy Bolivia has developed a campaign that goes beyond a simple graphic. The campaign was launched in May, which is Celiac Disease Awareness Month, as the starting point for a much larger awareness project. Celiac disease is severely underdiagnosed worldwide.

"Among the multiple symptoms we identified, there is one that we found particularly relevant, which is the delay in children's growth. Due to the disease's impact on nutrient absorption, it directly affects their development. As a father of two young girls, this symptom really caught my attention and motivated me to do something for our children," said Henry Medina, chief creative officer of the award-winning Bolivian agency.

This campaign aims to raise awareness, foster partnerships, secure resources, and, if possible, offer discounts and promotions to enhance accessibility for the celiac community to the brand's gluten-free product portfolio.

"Carolina Escóbar, marketing manager and team leader, is very open to ideas as long as they have the desired impact for the brand. It is with her support that this project was born within the agency, sponsored by a powerful brand like Arcor, to create an imprint through a campaign that will organically grow year after year. We are already working on an extensive plan for 2024," concluded Alessandra Valdivia, brand & project manager of the agency.

‘Doors’ is a print storytelling campaign that conceals a much larger storydoing initiative under a concept that the brand is about to launch, encompassing the brand's purpose. With Arcor, no one is left behind.