I DO NOT RECOMMEND THIS PRODUCT

Creative idea

In Turkey, antibiotics are often used based on word-of-mouth or social media advice, contributing to one of the highest consumption rates among OECD countries. To raise awareness about misuse, the Lokman Hekim Health Foundation flipped influencer marketing on its head. Instead of promoting products, influencers declared: “I don’t recommend this product.” This unexpected twist disrupted social media norms and directed audiences to a dedicated website explaining why antibiotics should only be prescribed by doctors. By transforming digital influence into a tool for public health education, the campaign turned curiosity into meaningful engagement.

Brand name: Lokman Hekim Sağlık Vakfı
Advertiser / client: Lokman Hekim Sağlık Vakfı
Product / service: Service
Campaign name: I DO NOT RECOMMEND
Agency network: INDEPENDENT AGENCY
Agency: KARPAT Independent Advertising Agency Istanbul
Additional company: Lil'Agency, Hypers Agency
Web address: https://www.lokmanhekimsv.org/
Agency chief executive officer: Demir Karpat Polat
Creative director: Cantekin Güngör, Gamze İçhedef
Art director: Gamze İçhedef
Copywriter: Cantekin Güngör
Account director (agency): Kevin Adato
Client account director: Leyla Şeker
Media director: Ece Yeniyol Kunt
Strategic planner / strategist: Ece Yeniyol Kunt
Agency producer: Deniz Vurgun