SOURCE: The Crohn's & Colitis Foundation of America
NEW YORK, NY--(Marketwired - April 05, 2013) - The Crohn's & Colitis Foundation of America (CCFA) is delighted to announce that its "Escape the Stall" Awareness Campaign won the Gold award for Best Disease Education -- TV/print campaign during the 2013 DTC National Advertising Awards.
The DTC National Advertising Awards is part of the annual DTC National Conference. The event, sponsored by DTC Perspectives magazine, honors excellence in best practices, knowledge and insight for pharmaceutical marketers who are leading, creating and implementing direct-to-consumer communications. All Gold, Silver and Bronze winners were announced at the DTC National Advertising Awards Dinner in Washington, DC.
"The creative was very well received in our focus groups," said Richard Geswell, President of the Crohn's & Colitis Foundation of America. "However, winning this award reinforces that we are in fact starting a dialogue. The goal of this campaign is to bring these devastating diseases that affect so many people to the forefront. We are incredibly grateful to Draftfcb for their outstanding work."
The campaign features acclaimed actress Amy Brenneman, who has suffered from ulcerative colitis, and is now a proud supporter of CCFA. The campaign also includes the feet of everyday people where they spend far too much time -- in bathroom stalls.
Enlisting the pro-bono help of Draftfcb, the campaign utilizes the bathroom for a simple reason -- it's easy to recognize. And sympathize. The campaign is about helping people understand how difficult it is to live with IBD, while reminding people that have IBD that there's no reason to hide a normal daily activity. The campaign is designed to raise awareness to help those in need by visualizing the constant disruption of IBD. Showing different feet under the doors of bathroom stalls is meant to highlight the issues surrounding IBD, not explain all the symptoms.
"Talking about IBD is not easy. It's a difficult subject, rife with embarrassment and secrecy," Mike Devlin, Creative Director at Draftfcb Healthcare said. "Our goal with this campaign is to humanize these diseases and make them easier to discuss."
The creative elements of the campaign include a :30 second TV spot, print ads, outdoor (airport and billboards), bathroom stickers and online banner ads. The call to action is to "help someone you know. Visit www.escapethestall.com today."
Thanks to Draftfcb's extensive network they were able to bring award-winning director Steve Chase and photographer Dan Escobero into the project, both of whom also donated their services. A true industry veteran, Chase has shot it all. Known as much for his commercial work with comedy, dialogue, healthcare, sports, celebrities and automotive action as he is for branded content and helming concept-based productions on a massive scale or shooting VFX-heavy projects, the directorʼs lauded talent and experience are appreciated by major agencies and brands worldwide.
"I was struck by how brave the advertising is and how simple the message is. Draftfcb created a spot that tells the truth in a straight forward singular message: This can happen to anybody. The next pair of feet could be mine or yours. I love that kind of advertising. I'm thrilled I was asked to participate," Chase said.
The Crohn's & Colitis Foundation of America (CCFA) is the largest voluntary non-profit health organization dedicated to finding cures for Inflammatory Bowel Diseases (IBD). CCFA's mission is to cure Crohn's disease and ulcerative colitis, and to improve the quality of life of children and adults who suffer from these diseases. The Foundation works to fulfill its mission by funding research, providing educational resources for patients and their families, medical professionals, and the public, and furnishing supportive services for those afflicted with IBD. For more information, visit www.ccfa.org, call 888-694-8872, like us on Facebook, find us on LinkedIn or follow us on Twitter.
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. For more information, visit www.draftfcb.com.
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