Disease Awareness & Education: Advocacy

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

2016 BRONZE

DXM Labworks: Test Drive a Dextrobot

Across the US, 5% of teens are robotripping, taking excessive amounts of cough-suppressants to get high. Not only is this dangerous, its also a gateway to more serious drugs. For manufacturers, this abuse leads to more FDA regulations. To reduce abuse, we identified teens considering robotripping (fence-sitters) using online behavior research and served them a mobile experience. This mobile game lets them test drive a Dextrobot high on DXM and experience negative effects of abuse without ingesting it. In the video game these Dextrobots face physical side effects and social stigma teens face in the real world. This mobile experience led to a 50% drop in abuse consideration and 75% recall of these effects proving successful message resonance.

Brand: Consumer Healthcare Products Assn.
Client: Consumer Healthcare Products Association
Agency: Tribal Worldwide
Language: English

2015 GOLD

The Real Cost: Getting Teens to ReThink What They Know About Cigarettes

At-risk teens believe addiction and smoking-related death and disease only affect older, long-time smokers. How do you get these teens to stop experimenting with cigarettes? You depict the consequences of smoking in ways that feel immediate and meaningful. We reframed smoking-related health consequences and addiction as costs to their appearance and a loss of the control they so desire. In doing so, we caused at-risk teens to reassess their tobacco beliefs, moving them to being closed to future tobacco use.

Brand: FDA Center for Tobacco Products The Real Cost
Client: FDA Center for Tobacco Products
Agency: FCB Garfinkel
Language: English

2015 SILVER

Tips From Former Smokers

Very simply, smoking kills. To address this major public health issue, the CDC developed the very first federally funded national tobacco education campaign. Now in its second year, the Tips from Former Smokers campaign continued to feature hard-hitting, emotional ads that shed light on the health consequences of tobacco use by featuring the powerful true stories of real people who struggle daily with their disabilities caused by smoking while encouraging smokers to quit. Initial research showed that the campaign resulted in a 38% rise in people visiting our website and a 75% increase in calls to our quit line.

Brand: U.S. Centers for Disease Control and Prevention
Client: US Centers for Disease Control and Prevention
Agency: Arnold Worldwide
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