SITUATION

When it comes to healthcare advertising, there is no lack of award shows. But the New York Festivals Health Awards has been awarding healthcare work since 1957. We needed a Strong campaign to help New York Festivals gain the recognition it deserves from creative talent, client leadership and the larger marketing world.

BRIEF

Create a radio campaign to promote the comeback of the New York Festival Health.

OBJECTIVES

Tap into the legacy of the New York Festivals Health Awards–the first industry show to focus on healthcare advertising.

We journeyed back to the late ‘50s with a smooth-talking spot advertising New York’s favorite cigarette brand. We learned how Asbestos Al kept New York warm in the ‘60s with his trusty asbestos insulation and traveled to the 80s for a not-so-healthy power meal–the three-martini lunch.

• 51k users (an increase of 3,810%)

• 91k sessions (an increase of 5,474%)

These spots also remind us how far we have come, and position the NYF/NYFH’s Health Awards as a leader.

All of that with a tagline that elegantly captures the entire idea, “We were into health when New York wasn’t.”