FCB Health, TB Alliance Aim to Be ‘Louder than TB’

By Erik Oster 

FCB Health launched a new campaign for TB Alliance ahead of World TB Day (tomorrow, March 26) entitled “Louder than TB.”

The campaign aims to raise awareness for tuberculosis, which is the leading cause of infectious disease deaths worldwide, and its victims. Unfortunately, many of those who contract the disease are children — at least one million last year alone (140,000 of which died). Despite this, tuberculosis doesn’t receive the media attention, at least in the west, as some other infectious diseases and in the campaign’s 40-second spot, FCB Health seeks to combat this lack of attention. The spot employs a simple metaphor to accomplish this, beginning with text reading “The silence around tuberculosis is deafening” over footage of a small girl coughing, devoid of sound.  It goes on to inform viewers that the disease kills 400 children a day before concluding “It’s time to finally give this epidemic a voice” as the audibly girl draws in a breath, followed by text directing viewers to the campaign website. Hopefully the approach can grab viewers’ attention and raise awareness of an epidemic few are aware of on World TB Day.

Agency: FCB Health

Chief Creative Officer: Rich Levy
Creative Director: Mike Devlin
VP, Associate Creative Director: Dave Gehrke
Art Supervisor: Randall Jones
Copy Supervisor: Tanya Vanriel
Art Supervisor: John Bergdahl
Copy Supervisor: David Hurwitz


Creative Technologist: Jordan Lafland
User Experience: Matt Klein
Dir., Creative Technology: Jose Couto
Sr. Digital Producer: Jonathan Wetter

Social Community Manager: Glorelys Mora
Social Media Supervisor: Rebecca Miller

Account Lead: Peg Peist
Account: Christina Richichi
Planner: Nick Boris

Executive Producer: Matt Hall
Producer: Dorothy Saint Jean, Madison Mavis
Editor: Jim Azzara
Sound Design: Joel Stearns