Samples of Awareness - Promoting Diversity & Inclusion | Clapboard Ad Archive

Samples of Awareness

Description

San Roque's 'Samples of Awareness' campaign, launched in Uruguay in October 2024 by Verne Uruguay, innovatively blends Ambient, Content, and Design media to highlight pressing social issues within the Beauty, Pharmaceutical, and Retail Services sectors. Partnering with the LGBT Chamber of Commerce and Business during September—the month dedicated to pride and diversity in Uruguay—Farmacia San Roque introduced a poignant initiative that transcends traditional product sampling. Offering free samples of cosmetics, dermocosmetics, perfumes, makeup, and hair care products, the campaign took an impactful turn by creating the symbolic "missing sample" filled with glitter, a powerful emblem of the diversity march. This glitter represented the invisible inequalities faced by the LGBTIQ+ community in a proportional and visually striking manner, transforming an ordinary product experience into a compelling message of inclusion and awareness. Distributed across San Roque pharmacy locations in the lead-up to the diversity march, these samples garnered significant media attention, effectively shining a spotlight on often overlooked social disparities. Through this campaign, San Roque not only reinforced its brand's commitment to social responsibility but also leveraged its platform to foster greater understanding and dialogue around diversity, inclusivity, and equality. The fusion of creative design and meaningful content has positioned 'Samples of Awareness' as a standout example of how brands can engage authentically with cultural moments to drive societal change while strengthening consumer connections in a thoughtful, relevant way.

Credits

Agency

Verne Uruguay

Creative Director

Joaquín Romero

Art Director

Diego Carrero

Dgc

Pablo Barreiro

Social Media Lead

Agustina Montiel

Account Management

Cecilia Menéndez, María de los Ángeles Guedes

Media

Nicolás Sinópoli, Florencia Vecino

Production House

Ozzo Films, Montevideo Uruguay

Music

Absolut, Montevideo Uruguay

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Campaign Proposition

The 'Samples of Awareness' campaign by Farmacia San Roque in Uruguay uses a symbolic and culturally resonant approach to highlight the invisible inequalities faced by the LGBTIQ+ community. By transforming ordinary cosmetic samples into “samples of awareness” filled with glitter—a powerful emblem of pride and diversity—the campaign translates social issues into tangible, everyday objects easily accessible to the public. This reframing creates a direct and intimate touchpoint between the brand and its audience, effectively bridging pharmaceutical retail and social activism. The market strategy centers on aligning the brand with themes of inclusion, diversity, and social consciousness during Uruguay’s Pride month. Collaborating with the LGBT Chamber of Commerce and Business allows the campaign to position Farmacia San Roque not only as a provider of beauty and health products but as a socially responsible entity that recognizes and addresses societal gaps. Targeting consumers who value brands with authentic social commitments, the campaign capitalizes on the cultural moment of the diversity march to amplify its message. Creatively, the campaign uses ambient and content-driven media to engage audiences through both physical samples and narrative storytelling, maximizing emotional impact and public visibility. By distributing the glitter-filled samples at multiple retail locations, it creates a multi-sensory experience that invites reflection on diversity and inequality. The initiative’s timely execution leading up to the march, coupled with its newsworthy nature, underscores the strategic use of context and cultural relevance to deepen brand engagement beyond conventional product promotion. Overall, the campaign leverages a socially charged moment to reinforce Farmacia San Roque’s commitment to community awareness and inclusivity within the beauty and pharmaceutical retail sectors.

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