This week, global healthcare insurance provider Bupa Latin America and Geometry Colombia (a VMLY&R COMMERCE company) invite all Latin Americans to get vaccinated through their new campaign, "Out of Tune" Anthems.
At a time when pharmaceutical labs and governments around the world are making enormous efforts to meet the COVID-19 vaccine demand, thousands are not responding to this call. With the situation worsening across the region, a complex situation exists in hospitals throughout the year and hope of overcoming the pandemic continues to be delayed.
With Copa América – the famed South American Football Championship – having recently ended, the world was shocked to see empty stadiums across the region. An important tradition at each match is the singing of the country's national anthem – a ritual taught across the generations. With the stadiums empty though, only the players were on hand to sing their anthems – with fans shocked at the sound.
The campaign involves a series of films, produced specifically for social, that use the original audios of the players singing the out of tune anthems of their country in the actual stadiums during each match of the Copa America.
The campaign will run across Bupa Latin America’s Instagram channels with three distinct videos from Colombia, Ecuador and Chile, and link to the Bupa site for more information on Covid-19 vaccination locations, information, policy coverage and lifestyle tips for managing at both work and home during this pandemic.