• Situation

When it comes to healthcare advertising, there is no lack of award shows. But the New York Festivals Health Awards is one of the oldest, awarding healthcare work since 1957. To help increase entries to this recently rebranded show, we needed a strong campaign that tapped into the history and heritage of the New York Festivals, earning the respect of creative talent around the globe.

• Brief

In an interview with Scott Rose, Director of the New York Festivals Health Awards, we asked what makes this show unique compared to other health shows and his answer was simple–“well, we’ve been judging Healthcare & Pharma work since 1957.” This led to the insight of the New York Festivals Health Awards being “into health when New York wasn’t”.

• Objectives

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

The campaign brought attention to the New York Festivals Health Awards. These ads were modeled after advertisements seen on local New York TV in the 1960s, 1970s, and 1980s. Nostalgia goes a long way in garnering attention and helping people to remember. These humorous situations showed a time when New York wasn’t into health to show just how long the New York Festivals has been.

• Impact

The work paid off, wih an increase of 30% more submissions over last year and a new perception for the show, overall.

• Reach

The campaign was launched over social channels, being featured by the New York Festivals on LinkedIn.

• Engagement

The entries to the New York Festivals Health Awards, which increased by 30% over 2022.

• Change in Behaviour

The biggest behavior change brought about by this campaign was an increase in entries. But also, these nostalgic television ads helped to increase entries by 30%.

• Brand perception

These ads helped bring attention to the rebrand, but also helped to increase credibility and interest in the New York Festivals name.

• Achievement against objectives

We saw achievement in both areas, with a 30% increase in entries and a new attitude toward the show.