Best Consumer Print Campaign of 2016


GOLD

FCB Health and Gay Men's Health Crisis (GMHC)

Blood Equality (My Blood)

Gay men hadn't been able to donate blood — even to loved ones and even in an emergency — because the FDA had issued a lifetime ban in 1983. But that ban was modified last December when the FDA allowed gay and bisexual men to donate blood only if they were celibate for one year. The Blood Equality campaign aims to raise awareness of this discriminatory policy.

Judges loved the visually stunning and powerful creative, which features striking black-and-white portraits of men set off by such simple messages as “My blood is type A, not type gay” in an elegant sans serif font.

“It's very striking and compelling with great visuals and clear messaging,” noted one judge.

“This is a powerful campaign with good use of branding and hashtags,” a second judge added. “The messaging is simple yet powerfully effective, and the contrast of imagery to font selection is great.”

The campaign's elements, which were designed to encourage dialogue, scientific discussion, and debate in order to accelerate policy change based on science rather than stigma, were pushed out across multiple channels.

All photography for the campaign was donated. “The entire effort is a passion project for the agency and the artists seeking to illuminate the issue,” an FCB Health representative explained.




SILVER

Ogilvy CommonHealth Worldwide and Pfizer Consumer Health

Sick Just Got Real

Showing a realistic “mommy moment” — a toddler with open mouth on a grocery cart handle flanked by siblings and the tagline “Sick Just Got Real” — helped drive big sales increases for children's formulations of Advil, Robitussin, and Dimetapp.

Judges found the approach creative, as well as relatable, impactful, and modern.



FINALISTS

Area 23 and Bayer |
The Silent Era

FCB Health and Gay Men's Health Crisis (GMHC) |
Blood Equality (My Blood)

FCB Health and PharmaDerm |
Toe Tucker (Kerydin)

Ogilvy CommonHealth Worldwide and Pfizer Consumer Health |
Sick Just Got Real

Saatchi & Saatchi Wellness and Allergan |
Lifting the Burden (An Unbranded Chronic Migraine Campaign for Allergan)



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