Best Multicultural Campaign of 2016


GOLD

HealthWork (powered by BBDO and CDMi) and Genentech

Sister Pact

After The New York Times reported that a disproportionately high percentage of African-American women in Memphis die from breast cancer, Genentech made it a priority to help.

The core campaign concept — making a pact with a friend to get a mammogram — taps into existing trusted relationships to drive both awareness and participation. Local influencers helped reach out to the targeted audience of African-American women aged 35 to 60.

The campaign creative features local women and their friends realistically filmed together in their hometown environment. Execution included ads (digital, print, broadcast, and out of home), local events, a call center, and Sisterpact.com.

Local media reached more than 425,000, and Sisterpact.com draws 2,500 unique monthly visitors. Most importantly, a survey revealed 79% of targeted women had the highest likelihood of scheduling a mammogram, 75% were likely to encourage a friend to get a mammogram, and more than 33% claimed to have told a friend about getting a mammogram.




SILVER

XL Alliance and Valeant Pharmaceuticals

No More Hair, More You (Clear+Brilliant Pélo Laser)

The concept of ­shedding unwanted hair and labels was used to introduce millennials and the LGBTQ community to the Clear+Brilliant Pélo hair-removal laser. The campaign, which features various humorous and arresting hairy elements, helped drive more than $1 million in sales in four months. Judges found the effort smart and funny.



FINALISTS

Area 23 and Gilead Sciences |
Shatter the Myth

HealthWork (powered by BBDO and CDMi) and Genentech |
Sister Pact

Leo Burnett, Periscope, and UnitedHealthcare |
UnitedHealthcare Multicultural Campaign

PadillaCRT and Be the Match |
It's On You: Inspiring the African American Community to Step Up and Save Lives

XL Alliance and Valeant Pharmaceuticals |
No More Hair, More You (Clear+Brilliant Pélo Laser)