McCann Healthcare India
has bagged the Award of Excellence at The Rx Club Show 2005 for its work for the International Osteoporosis Foundation (IOF), called 'Mannequins'.
Speaking to agencyfaqs!, Rana Bawa, vice-president, McCann Healthcare India, says, "This is the first time we entered our work in The Rx Club Show. Communicating clearly about osteoporosis is not usually considered a creative domain. However, we aimed at keeping the creative approach for the campaign right as that was the only way to make the communication effective. And it seemed to be a mammoth task. So, it's most satisfying when such a challenging effort receives international accolades."
The campaign used mannequins to show the risks of osteoporosis, urging the viewer to go to the IOF website to learn more about osteoporosis and its prevention. Though initially planned for the Asia Pacific, IOF also took the film to Europe and Latin America.
The RX Club Show honours creative work in pharmaceutical product advertising and promotions. The show is judged in various categories by a panel of industry experts and is based solely on creativity. This year marked the 19th anniversary of the RX Club Awards; close to 100 entries were submitted from around the world.
© 2005 agencyfaqs!