Disease Awareness & Education: Advocacy

Efforts produced by government, academic, or non-profit organizations to bring awareness/education to specific health conditions.

2016 GOLD

Free Killer Tan

Despite awareness of the link between indoor tanning and melanoma, millions of young American women ages 18-24 indoor tan every year. To break through to them, we created a fake indoor tanning salon offering a Free Killer Tan. Once inside, unsuspecting customers got a seat at their own funeralwhich included a personalized R.I.P sign and a tanning-bed casket. Everything was captured and shared via online video. The results: 1 million plays on Youtube and Facebook respectively (each exceeding goal by 10x), with more than 90% of views reaching our target audience.

Brand: Mollies Fund
Client: Mollies Fund
Agency: Area 23
Language: English

2016 GOLD

Finish It

After years of decline, smoking was being renormalized among teens. While young people know the dangers of regular smoking, many were social smokers who considered this not real smoking and were broadcasting their actions across the Insta-nation at scale, unwittingly helping Big Tobacco recruit the next generation of smokers. Realizing the only way to reverse this trend was leveraging our targets enormous social influence, we reinvented truth as a modern revolution to activate teens who dont smoke to band together to become the generation that ends smoking to FINISH IT."

Brand: Truth Initiative
Client: Truth Initiative
Agency: 72andSunny
Language: English

2016 SILVER

Wake Up

Sparked by the widespread perception that vaping is "harmless water vapor, e-cigarette usage was growing like a weed. The California Tobacco Control Program countered with a hardhitting integrated campaign to show there was more to the story. Overcoming a social-media chorus of enraged vaping enthusiasts, while driving over 400,000 site visits, the effort cut young adult willingness to experiment with e-cigs nearly in half within three months.

Brand: California Department of Public Health
Client: California Department of Public Health - Tobacco Control Program
Agency: Duncan/Channon
Language: English

FINALISTS

Upstream USA Be Your Own Baby

Ad Council The Real-time Prediabetes Test

Bright Pink Too Important To "Go Viral" - Using Facebook Ads To Drive Predictable, Repeatable Impact