Samantha Glasgow, Associate creative director, Purohit Navigation
At Purohit Navigation, and as an industry, we believe our HCP and patient audiences are becoming increasingly diverse, so our communications reflect this diversity. Our work needs to appeal to a broad range of ethnicities, ages and socioeconomic groups while engaging viewers with a three-second takeaway that is clean, concise and visually emotive. The six ads I selected display excellence in creativity and have strong imagery that evoke an emotional appeal.
The little things feel even bigger, Area 23
Appreciating the small things in life is something commonly mentioned by cancer patients. This ad emotionally communicates this idea, with well-executed photography and light treatment to highlight the diverse range of patients in everyday situations. The handwritten approach to the headline feels organic while communicating hope.
There’s never been a better time to be pregnant, The Bloc
The bright color palette, minimal copy, fresh application of typography and use of fruit in a metaphorical manner keeps this campaign engaging for the target audience. This combination of content and visuals, featuring a diverse range of happy, pregnant couples, tackles a serious issue in an uplifting way. It is successful in creating awareness of genetic testing to empower and reduce worry.
Blue Cross Addiction/Recovery, Serviceplan
Show-stopping visuals and copy work together to convey a duality of messaging. Read from the top down, the copy communicates the negative aspects of addiction. However, read from the bottom up, the copy conveys a positive message of recovery. The highly emotive and detailed visuals portray a cross-section of society showing the wide impact of addiction.
Without Warning, Area 23
The well-executed photographic style creates a sense of empathy on the part of the viewer and vividly conveys the challenge of breakthrough pain for patients. The typographical treatment allows the headlines to subtly blend with the background, reinforcing the overall message.
Marked for Life, McCann
This simple yet engaging ad conveys the negative impact of acne in a unique, clean and practical way. By portraying an acne patient as a wooden statue, the visual can represent any race, gender or age group. The engraving on the statue’s face imparts a sense of permanence and conveys emotional as well as physical scarring.
PBA Handprint, AbelsonTaylor
This campaign has a visceral approach, featuring extremely emotional patients representing different ages and racial groups. The handwritten message on their hands cleverly communicates the contradiction between the patients’ actual emotional state and their expressed emotional state.