Entitled “Heart Lessons, the 30-second public service announcement (PSA), is airing in parts of North Carolina during American Heart Month. The commercial joins an award winning Stroke Prevention PSA, produced by Contrast Creative, in a broad public awareness campaign by The Justice-Warren Heart Disease and Stroke Prevention Task Force and the North Carolina Heart Disease & Stroke Prevention (HDSP) Program.
Contracted by The Carolinas Center for Medical Excellence, Contrast Creative was challenged to produce a spot that focused on communicating the ABCS of heart disease and stroke prevention. These include: Aspirin therapy; Blood pressure control; Cholesterol control; Smoking cessation, and reduced Sodium intake.
“There was a lot of important information to squeeze into 30 seconds of air time. But we were determined to create a memorable concept that engaged and educated viewers concurrently,” says Kathleen McDonald, VP and Creative Director at Contrast Creative, an award-winning firm that specializes in medical communications.
Concepts were developed by CC designers into storyboards, which were then presented to several focus groups for review. The concept chosen was a classroom scene with a twist. In this class, the students were adults who were aged forty and over, and the teacher was a nine-year-old boy. “The idea was that you’re never too old to learn the ABCS of heart and stroke disease prevention,” adds McDonald.
The commercial, which has captured industry awards, including a platinum International Ava Award for creative excellence and, most recently, a gold 2012 Cardiovascular Award, was thoughtfully produced with special attention given to the actors cast in each role, the classroom location (Wiley International Magnet Elementary School in Raleigh, North Carolina), wardrobe, and classroom materials. The team even went on the hunt for the perfect red apple to compliment the scene.
Contrast Creative designers went back to the basics when creating the spot’s graphic look. “The design was hand drawn, traced and projected (on location) onto the classroom’s chalkboard,” explains Contrast’s Senior Graphic Designer Daniel McRae. “It was decidedly low tech, but offers a certain whimsical appeal that elevates the commercial.”
Focus Group members said the spot was “Entertaining,” “Informative,” represented a “Broad Audience” and effectively “Drew Attention” to the ABCS of heart disease. In a survey conducted once the spot began airing, the results were impressive.
There was a 19% increase in awareness of preventative measures, a 10% increase in awareness of the ABCS among African Americans, a 7% increase in awareness for reducing sodium intake, and a 10% increase in recall of advertising.
This is the kind of ROI that makes our Contrast Creative hearts (and the hearts of our clients) go pitter-patter! <3