Young Cannes Lions Belarus 2018

1. Young Creatives
Belarus 2018
Client, team 03

2. COMPANY OVERVIEW
NatiVita is a pharmaceutical company which produce innovative
anti-cancer medicines. We conduct scientific researches
in cancer genetics and provide services of laboratory genetic
testing. There is a significant amount of patients who develop
insensitivity to standard drug therapy or have innate genetic
alterations and are not aware of it. In case of many serious
diseases genetic tests are needed to choose a right medicine
for certain patient. Unfortunately, these tests are not widely
available for Belorussian patients because of cost. NatiVita
aims to make innovative medications and services available
for vast majority of patients.

3. BACKGROUND
Belarus has poorly developed charity culture. Children have
to wait a long time to get help because fundraising is formed
by unregular donations.
OUR GOAL
To motivate target audience to make charity donations
regularly.

4. TARGET AUDIENCE INSIGHT
Young adults in the age from 24 to 35 years
I do not donate to charity
because problems
of ill children are none
of my business.

5. SOLUTION
PRODUCT
We propose service that creates incentive
to donate to charity. Client donates to seriously
ill children to obtain access to a service vitally
important in case of Client’s serious illness.
Help others to help yourself.
PROVITA
is medical insurance policy with
optional additional access to free
genetic laboratory testing vitally
important in case of serious illness.

6. PROVITA
1
MECHANICS
2
The Client installs the application,
creates his account and signs the
insurance contract. By this contract
insurance will cover standard drug
therapy expenses in case the
disease is revealed during insurance
period.
The Client may subscribe to donate
any sum monthly to UNIHELP
to become a Donator.
All Donators get additional option
to their contract — free access
to innovative genetic laboratory
testing provided by NatiVita company
if the insurance event occur.

7. BENEFITS
For target audience
Access to vitally important, but expensive
medical service for free.
For NatiVita
Business diversification, CSR, brand value
increase
AGENCY TASK
Logo, corporate identity, website and mobile
app, key-visual, social media promotion
strategy.
Media Channels
YouTube, SMM, SEO, PR campaign
on the CSR issue, special project
with the media (online/offline).
KPI
Clients quantity: 200 000 during first year
Donators quantity: 100 000 during first year
Marketing budget
200 000$