CAPITI - "dyslexia"

Uzina Lisbon, Portugal

1011

This ad is part of the ACT Responsible Collection

Brand: CAPITI
Country: Portugal

Advertiser: CAPITI

Title	dyslexia
Agency	Uzina
Campaign	Mental Health Can Have Many Names
Advertiser	CAPITI
Brand	CAPITI
Date of First Broadcast/Publication	2023 / 4
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Story	One significant factor that perpetuates stigma surrounding children's mental health is the pervasive lack of understanding about various conditions.
Philosophy	Coupled with the unpredictable nature of children's behavior, mental health issues can easily be mislabeled, leading to a diminished quality of life in the long term. Furthermore, the high cost of diagnosis and treatment for such conditions puts economically disadvantaged families in an even more vulnerable position. CAPITI was established to address this need by bridging the gap between these families and clinics that can help them comprehend and manage their children's mental health. To shed light on this pressing issue, three short films were produced, each focusing on some of the most common mental health conditions supported by CAPITI (autism, ADHD and dyslexia). Our aim is to raise awareness and encourage people to donate 0.5% of their IRS without any additional cost (a possibility within the Portuguese IRS system).
Media Type	Television
Length	30 seconds
Executive Creative Director	Susana Albuquerque
Creative Director	Andreia Ribeiro
Art Director	Mariana Trindade
Copywriter	Francisco Roque do Vale
Account	Carolina Pinheiro
Account	Maria Melo Costa
Strategy	Rita Martins
Strategy	João Maria França Martins
Production/Agency	Virgínia Palma
Production/Agency	Bella Duarte
Production Company	playground
Film Director	Susana Correia
Director of Photography (DOP)	Tomás Brice
Executive Producer	Joao Abreu
Production Manager	Manuel Saalfeld
Production Coordinator	Inês Araújo
Steadicam	Emanuel Garcia
Sound Director	Cyril Santos
Set Designer	Marta Cruz
Photographer	Filipe Neto
Photography Producer	Sandra Mendes
Post-Production Coordinator	Nuno Lobo
Post Production	Light Films
Editor	Cláudia Silvestre
Sound Studio	Mute Sound