A Sister's Touch
Wunderman and MBC
BRAND unbranded CLIENT AstraZeneca LEFT TO RIGHT: Martha Savitsky, VP, creative supervisor, Wunderman; Scott Reese, interactive
creative director, MBC; Claire Nixon, copywriter, MBC; and Barbara Newman, VP, creative supervisor NOT PICTURED: Tena Geysel,
associate, creative director, Young & Rubicam
When dealing with a serious topic like breast cancer, it's important to achieve the right tone. To that end, Wunderman, Young
& Rubicam, and Medical Broadcasting Company (MBC), tapped by AstraZeneca to create an educational campaign, decided not to
mince words. Instead, they asked real-life breast cancer survivors to share their stories.
The resulting unbranded campaign, "If You Were My Sister," educated women about the risk of breast cancer recurrence and how
to reduce it among survivors. "Most women don't know that they have a 20 to 50 percent chance of getting the cancer back within
the first five years of diagnosis," says Lisa Feher, senior vice president, group account director at Wunderman.
The Web site further customizes disease information. "A newly diagnosed patient in their first round of chemotherapy has different
needs than someone who's in their third year of cancer," says MBC's Scott Reese. "We wanted to create a format that spoke
to all types of survivors and took into account the idea of sisterhood in a very real way."
Girl Talk
Anderson DDB
BRAND Alesse CLIENT Wyeth LEFT TO RIGHT: ABRAHAM ZACHARIAH, associate creative director; LOU-ANNE GAUDINO, account director;
Monica Broekhoven, associate creative director; and Ron Hudson, creative director
Teenage girls practically speak a different language. Anderson DDB, the agency behind the Canadian Web site for the contraceptive
Alesse (levonorgestrel/ethinyl estradiol), made it their mission to understand them. "Alesse is seen as a hip, cool, and funky
brand," says Monica Broekhoven. "We wanted to maintain that image and speak to these girls at their level."
Teenage girls spend a lot of time in their bedrooms, so the creative team designed one on the brand's homepage. "The bedroom
is where girls are most comfortable," she says.
The site's navigation is built into the bedroom, allowing visitors to click throughout the room to get information. Our favorite:
click on the night table—where girls may keep contraceptives—and they'll learn about safe sex.
This site also fills in educational gaps. "These girls don't necessarily ask the right questions when they go to the doctor's
office," says Lou-Anne Gaudino. "The site offers them a credible, interactive resource that they can use to educate themselves
and stay compliant."
Mucus Maven
Adams Advertising Group
BRAND Mucinex CLIENT Adams Respiratory Therapeutics PICTURED: STEPHEN GRAFF, executive creative director
People love to hate Mr. Mucus, the infamous, luggage-carrying icon for Mucinex who "moves in" to people's lungs. "He's a tongue-and-cheek
character, who technically is the enemy," says Stephen Graff. "But he makes mucus interesting."
He also gives a little consumer insight into how the drug works. "We wanted to show that the active ingredient in Mucinex
(guaifenesin) does more than just cover up symptoms—it breaks up the mucus to stop congestion," he says. That's why the final
image in the TV and print ads entails a patient coughing up Mr. Mucus.
"Before Mr. Mucus, consumers didn't know what Mucinex was. There was little consumer awareness and recall," Graff says. "Now,
he's becoming a household name."
We hope you enjoyed this year's
Pharm Exec Ad Stars! Don’t forget
to keep us updated with your
promotional plans by e-mailing
nmetzler@advanstar.com
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