Category13_revGOLD AWARD
McCann HumanCare and GlaxoSmithKline
Attention: Shoes & Perfume

Cervarix is a second-to-market HPV/cervical cancer vaccine—three years behind Merck’s Gardasil. McCann Erickson HumanCare and GSK saw an opportunity to reach 19- to 25-year-old women by emphasizing the connection between HPV and cervical cancer. Judges unanimously praised this powerful campaign.

“One of the best campaigns we’ve seen,” said one judge. “Excellent. Targeted to a more sophisticated audience compared to its competitor. Strong positioning.”

“Great targeting and great execution of a great strategy,” added another judge. “This campaign rocks.”
The agency explained the ads that start off by “mimicking the tenets of the fashion and beauty category,” which leads the audience to expect a perfume ad. Instead, viewers are presented with sobering cervical cancer information.

 “Though we apologize for getting attention this way, truthfully no one is sorry—especially if it convinces a young woman to protect herself against a potentially deadly disease,” the agency added.

The ads were placed in entertainment, fashion and beauty magazines and ran during the 2010 Academy Awards.
“We knew that mentioning cervical cancer to a woman in her twenties in a scary way would lose her at the get-go,” the agency said.

The campaign was described by a third judge as “beautiful and on target.” A fourth judge noted that the “surprising visuals…stop readers in their tracks and make them think seriously about preventing cervical cancer.”  


SILVER AWARD
Hill Holiday and EmblemHealth
The Plan That Works

“This campaign employs a simple yet effective approach that grabs your attention and explains clearly what they offer,” said one judge. By using simple messaging and line art depicting a variety of consumers, this campaign further defined and differentiated EmblemHealth as a healthcare plan that provides affordable, high-quality healthcare. Another judge “loved” the line art and the “clear message of value and quality.”

The Finalists

  • CDMiConnect and Genentech—No Way RA
  • EvoLogue, part of CommonHealth, and Abbott Diabetes Care, FreeStyle Promise Patient Support Program—FreeStyle Promise Painter
  • Hill Holliday and EmblemHealth—The Plan That Works
  • McCann HumanCare and GlaxoSmithKline—Attention: Shoes & Perfume
  • NYU Langone Medical Center and NYU Langone Medical Center—Any Given Moment

From the October 12, 2010 Issue of MM+M - Medical Marketing and Media