Glow-in-the-dark bateria is a new innovation from CURB, a company specializing in “natural media” (see other post here for their “clean” advertising). This time, they’ve come up with this new thing consisting of harmless bacteria that lights up in the dark when placed on any surface.

This would be perfect for an event involving biochemists, healthcare professionals or pharmaceutical executives…

In their own words:

“The glow is a natural reaction of the bacteria and no chemicals are used to create the fluorescent effect. The intense glow which can last anywhere from a day to a week will and bespoke designs can be created from any artwork supplied.”

Curb have offices in the UK, UAE and France.

Click here for more details on the Curb website.

Heart attack symptoms awareness campaign

billboard/posters/postcards/text message reminders
Watch your own heart attack.
Sunday Aug 10th 9:17PM ITV1
The most important two minutes of TV you’ll ever see.

2minutes.org.uk

Problem: To build awareness of the variety of symptoms of a heart attack and prompt swift action to save the 245 people that die every day.

Solution: We invited people in the UK to ‘watch their own heart attack’. What they saw was a one-off two minute TV event, taking an entire ad break (media first). Invitations to watch were sent out on TV, posters, print, leaflets, SMS, beer mats, DM to doctors and PR.

Result: 6.5 million people watched the event. Viewing figures went up during ad break. 80% of target audience understood the variety of heart attack symptoms. Lives were saved.

Click on image below to view the TV Commercial Event

Agency: Grey
Chief Creative Officer: Jon Williams
Creatives: Damon Troth and Joanna Perry
Chief Strategy Officer: Neil Hourston
Producers: Rebecca Pople and Andrew Blackburn
Typographer: Mark Cakebread
Producer: Juliet Naylor (RSA)
Director: Brett Foraker RSA
Final Cut Editor: Adam Rudd
Sound: Rich Martin (Envy)

Brand name: Heart attack symptoms awareness campaign
Generic name/category: Disease awareness, cardiovascular
Company: British Heart Foundation
Country/Market: UK, Europe
Indication(s)/use: heart attack
Target: Consumers (DTC)
Tagline: Watch your own heart attack
Publication: 2009

High blood cholesterol will do the same to your arteries. Watch what you eat.

Problem: Coronary diseases are the main cause of death in Portugal. More than 37,000 deaths every year in a country with a population of only 10 million people. High blood cholesterol is a big risk factor.

Idea: Secretly replace regular straws of some selected fast-food restaurants around the country for clogged ones. simulating the effect of an artery blocked by cholesterol. By trying to use them and not being able to, customers would then look at them and discover the message written along the side: High blood cholesterol will do the same to your arteries. Watch what you eat. Ministry of Health.

Agency: Fischer Portugal, Lisbon, Portugal
Creative Director: Diogo Mello
Art Director: Fabiano Bomfim
Copywriter: Sandro Porto
Photographer: Claus Stellfeld
Producer: Sonia Saldanha

Brand name: Portugal Ministry of Health of health
Generic name/category: public service
Company: Ministério da Saúde
Country/Market: Portugal, Europe
Indication(s)/use: disease awareness, cholesterol, atherosclerosis
Target: Consumers (DTC)
Tagline: High blood cholesterol will do the same to your arteries. Watch what you eat.
Publication: March 2009

Lose your flab

Objective
Design a business card for fitness trainer Zohra Mouhetta that complements the effectiveness of her personal training programmes and makes for a memorable had out to prospective clients.

Concept
In order to stand out from all the leave-behinds people receive every day, we designed a unique, foldable business card that invites the recipient to intereact with it and clearly demonstrates what personal fitness training can do for the body.

Outcome
The number of inquiries and sign-ups, including corporate clientys, increased substantially within a month.

Agency: Leo Burnett Dubai, United Arab Emirates.

Future Pharma Marketing Blog – A Canadian perspective has an interesting post on why Canadian pharma companies should consider having their own site as opposed to relying on their US brand sites.
Full story here

If you want to post new ads from the AdPharm Gallery or news from the AdPharm Blog, we are pleased to annouce our two new widgets from Widget box! To see how they would fit on your site, just have a look on the right column to see the Gallery widget.

Get them for free here:
AdPharm Gallery Widget
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The activia touring van: dedicated to digestive comfort!

Boucherville, March 30^th, 2009 – From March 26th to April 21st, the Activia 14-Day Challenge^TM will be hitting the road in a fully-equipped touring van to greet consumers on its tour of the various Canadian markets.

A true semi-annual meeting with consumers–now in its fourth year–is celebrating the beneficial effects that regular consumption of Activia probiotic yogourt can have on digestive health.

The Activia touring van will invite consumers to treat themselves to a little break so they may find out more about digestive health and probiotics, and to register for the Activia 14-Day Challenge^TM. This tour is structured around the following features:

• a touring van bearing the colours of the Activia 14-Day Challenge^TM with an 8 x 14 foot lounge area inside;

• an interactive terminal for registering for the Activia 14-Day Challenge^TM;

• a plasma screen showing a video on the topic of digestive health;

• relaxing and inviting background music;

• an on-site nutritionist available to offer advice on ways of taking care of one’s digestive health;

• a private area with a comfortable armchair, headset and explanations on the importance of abdominal (deep) breathing, given by a yoga expert.

The tour also involves a distribution of samples of Activia yogourt, ballots to a contest with a chance of winning a package valued at $1,000, and discount coupons for future purchases of Activia yogourt.

According to a CROP survey conducted last year, 50 percent of women in Canada aged 18 to 70 claimed to suffer from digestive problems at least once a week, leaving them feeling uncomfortable and tired. “If many people are experiencing digestive health problems, clearly it still remains today a topic that we have difficulty discussing easily,” points out Geneviève Bolduc, Brand Manager of Activia Canada. “The Activia touring van will provide an opportunity for consumers to speak openly with experts about their digestive health so they may then be able to take measures to improve it as much as possible.”

The Activia 14-Day Challenge^TM Tour will be making its way through the Greater Montreal Area from March 26th to 29th, the Greater Toronto Area between April 3rd and 9th and, finally, the Calgary Region between April 15th and 21st.

In Canada, Danone Inc., a member of Groupe Danone, is a world leader in the agrifood industry. Producing superior quality products that combine good taste, health and well-being, Danone is Canada’s top yogourt producer. Danone thrives on its conviction that its activities must be directly aimed at improving the lives of all Canadians, present and future. For more information, visit: www.danone.ca.

Client: Danone Inc. in Canada
Marketing Director: Calvin Hwang
Senior Brand Leader, Activia: Ben Angeloni
Brand Leader, Activia: Geneviève Bolduc

Agency: Enzyme Inc.
Board Director: Lina Vandal
Senior Consultant: Judith St-Pierre