The Barbara Ann Karmanos Cancer Institute, in partnership with Farley Oil, a Michigan-based advertising agency, was awarded Gold in the 43rd Annual Healthcare Advertising Awards for a campaign encouraging those diagnosed with cancer to receive a second opinion.
For over a year, new stories of cancer survivors have been displayed in imagery on billboards, radio and television spots, and print and digital advertisements. From the patients that Karmanos serves to the businesses and organizations that Karmanos patients support, this brand campaign immersed Michigan residents in the journeys of real cancer survivors at staple businesses throughout the community. The campaign also included a physician and staff member explaining the Karmanos Advantage. During this campaign, survivors and staff visited Comerica Park in downtown Detroit, the Michigan State University Community Music School in East Lansing, Clark’s Greenhouse and Garden Center in Flushing Township, the University Ligget School in Grosse Pointe Woods, POST Detroit (Mutual Adoration), and GP Zoology in Grosse Pointe Woods.
Read more about the campaign and the stories of Kim, Jaimie, Terrell, Angela, Sophia, and Nitin Vaishampayan, M.D., here.
Over 4,300 submissions were received in this year’s competition from health care institutions across the country, making this the largest advertising awards competition in the 43 years of this award. According to the award agency’s website, judges reviewed entries based on creativity, quality, message effectiveness, consumer appeal, graphic design, and overall impact. Karmanos was among 421 campaigns that received a gold honor.
View the complete list of winners here.