Two “Patients” Could Use Your Vote

It’s this time each year that I notice an increased excitement, a buzz, in most of the people I work with. Some would account this behaviour to the onset of Spring, but I say it’s for a different season altogether.  The Webby Award season.

Each year the Webby Awards honour the best of the web.  Now in their 16th year, their ever expanding categories include interactive, mobile and apps. If TED talks are the new innovative “ideas worth spreading” then the Webbys are the ideas that have worked.  The creative eyes of the world tune into this award ceremony each year and just about every agency wants their work showcased here.

Our congratulations then to the individuals, agencies and foundations that saw TWO (2) patient stories listed on this year’s nominee ballot.

Under the online film & video category of Public Service and Activism both Dear 16-year-old Me by the David Cornfield Melanoma Fund and Living With Alzheimer’s by Relate Digital for the Alzheimer’s Foundation of America, (featured below respectively) are listed.

 

While next year’s ballot will most likely include KONY 2012 (lessons to learn when your campaign goes viral), this year, it’s all about the patient.  We’re asking you, our community to help make these videos even [...] continue the story

Awareness Campaigns Get Sexy

“Sex sells”, or so the adage goes.

It seems to me that shortly after Old Spice launched their “Old Spice Guy” campaign in February of 2010, spots and moreover online advertising has shifted; More hunks, more babes and more views for everyone.

The Old Spice Guy campaign was undoubtably successful.  Product sales doubled and Old Spice’s YouTube channel has accumulated almost 250,000,000 views, not to mention dozens of industry awards. As one blogger put it, The Old Spice Guy is perfect, obviously. Zero body fat, the supernatural ability to embody masculine ideals, and a baritone deadpan delivery that instantly unleashes awesome into the world. For Proctor & Gamble, the manufacturer of Old Spice, the campaign was a home run.  It not only got them paid but re-energized a failing brand into one that younger generations could connect with. Not an easy task when competitors like Unilever’s AXE are prevailing.

After a year of review and the financials tallied, more cautious and the commonly less “sexy” sectors are taking notice. Enter the health industry.

Of course it wasn’t going to be health organizations taking the plunge into creating daring content first.  When you’re a non-profit and your funding comes from an established foundation, one doesn’t “rock the boat.” This rings [...] continue the story