Sanofi Genzyme and Emcay

Dreidel Dreidel — Gaucher Disease 

This disease education campaign, running in TV, print and radio, excels through its hyper-focus, targeting Russian-speaking U.S. Ashkenazi Jews. Gaucher disease is a chronic, progressive and inherited disorder, affecting one in 850 Ashkenazi Jewish people. To reach them, creative uses a dreidel, a game of chance for kids, urging viewers not to play around with their health. Each side represents symptoms, urging viewers to find out more.