» Client: The Wellness Community
» Job: Develop print advertising to create awareness for The Wellness Community on a local basis throughout the country.
» Agency: MDB Communications in Washington
» Theme: The Wellness Community provides free education, support and hope for people who have cancer and their loved ones. The 25-year-old organization was founded on the premise that it is just as important for cancer patients to participate in their fight for recovery as it is for their doctors and health-care team. A team effort can improve the quality of life and enhance the possibility of recovery.
» The Concept: Run advertising that is both original and compelling to remind readers of the threat cancer plays in our society — but also that millions of people survive. The ads are provocative with text such as “Life is perfect. Until one of your 72 trillion cells mutates” and “Cancer: The thing that teaches people how to pray.” The idea is to pull the audience in with attention-grabbing ads and then explain the mission of The Wellness Community, with which many people are unfamiliar.
» The Plan: Provide local Wellness Communities with a variety of ads. They choose the one(s) most likely to resonate in their region of the country. This is the first national advertising effort for the nonprofit organization.
» Creative team: Richard M. Coad (executive creative director and writer), Clifford Goodenough (associate creative director), Gretchen Carswell (art director), Gary Duke (executive vice president/account director).
» Background: MDB Communications, a 25-year-old, full-service, integrated advertising and public relations firm, works with such clients as Fannie Mae, Loral Skynet, the D.C. Lottery and National Geographic. The agency also does pro-bono work for Samaritan Inns for the homeless and the Partnership for a Drug-Free America.
» Working on next: The agency won several accounts in the last quarter including: American University, the American Podiatric Medical Association’s “Foot Health Awareness Month” campaign, Hunter Douglas, one of DC’s best-known corporate caterers and a national account previously held by GSD&M.
