Multicultural Marketing Campaign of the Year 2011

?Winner: Ruder Finn and Novartis Pharmaceuticals: Believe in Healthy BP

Judges thought "Believe in Healthy BP" did a great job reaching adult African Americans and showcasing Novartis' commitment to hypertension awareness among the population. The campaign aligned with gospel communities and included a partnership with Grammy Award winner Yolanda Adams.

"We discovered many gospel artists and their fan bases and church communities had high incidences of hypertension," the agency said. "Prior to 'Believe in Healthy BP,' there had been no formal initiative that linked the gospel music, radio, church, and medical communities together to address the issue."

"Comprehensive and effective campaign," noted one judge.

The team also partnered with Adams' syndicated radio show, Yolanda Adams Morning Show, and website, and established Novartis and BHBP as a sponsor of a 10-city Health & Wellness Tour. Free blood pressure screenings, a DVD and resource guide, and an exhibit with a walk-through blood vessel were provided on the tour.

An on-air and online campaign tied to Hypertension Awareness Month (May) complemented the tour. It included Adams talking about lifestyle and nutrition, weekly physician interviews, and an online physician Q&A.

Adams' syndicator, Radio One, helped identify local church partners, which hosted tour events and distributed the DVD, a re-source guide, flyers, and banners. Media outreach included African-American, faith-based, general consumer, and health media. Other tactics included banner ads, PSAs, and a website.

Tour attendance topped 14,000, with 5,500 receiving screenings. The campaign generated an average click-through rate hit of .25% (nearly doubling previous years), and the website got an average of 408 clicks in each market. More than 46 million media impressions (153% above goal) were garnered in outlets such as Jet, the Our World with Black Enterprise show (syndicated to 140-plus markets), and the Sister 2 Sister website.

"Very well targeted," said one judge. "An interesting and creative perspective."

Honorable Mention:
Hill & Knowlton and Merck: Creating an Asthma Resource Center for the Hispanic Community

One judge praised this campaign for being "synergistic and well planned." Tactics included, which served as a Spanish-language resource center; health fairs; and media relations. Partners included Dayanara Torres, former Miss Universe and mother of two with asthma; Asthma and Allergy Foundation of America spokesperson Dr. Jaime Alvarez; and the National Alliance for Hispanic Health. "Precise targeting of audience and influencers," said one judge. Media impressions exceeded 70 million and the website garnered 6,300-plus unique visitors and downloads.

The Award
Eligible to campaigns or components of campaigns that are specifically aimed at multicultural groups, particularly in terms of ethnic origin, or sexual or religious preference.

Finalists 2011

Edelman and American Heart Association: Generating Awareness of the #1 Killer of Hispanic Women

FORMULATIN (division of Formula PR) and Tecate: Tecate's Knockout Boxing Program: "Por el Boxeador que Llevas Dentro" (For the Boxer Within)

GolinHarris and Walmart: Walmart Launches Disney's The Princess and the Frog: Bringing Fairytales to Life for Little Girls

Hill & Knowlton and Merck: Creating an Asthma Resource Center for the Hispanic Community

Ruder Finn and Novartis Pharmaceuticals: Believe in Healthy BP

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