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J&J wins silver for nursing campaign at 2013 North America Effie Awards

‘Healing a profession from the inside out’ designed to acknowledge nursing skills
Effie Awards logo

Johnson & Johnson's (J&J) entry entitled 'Healing a profession from the inside out' won silver in the Goodworks – Brands category at the 2013 North America Effie Awards to recognise effectiveness in marketing communications.

Outside of the award win, J&J said the campaign had generated the largest positive response of any single advertising campaign in the history of company.

The entry consists of three TV advertisements, Name Game, Charm and Open Window were aired in the US during the 2011 National Nurses Week which, according to J&J, were “designed to acknowledge nurses' approach to providing care and compassion, while recognising them as professionals with a high degree of expertise and clinical skill”. The nurses in each advertisement represent different specialties – paediatrics, A&E and hospice nursing – and showcase the skills that nurses bring to their patients. 

Agency BBDO New York produced the campaign along with Universal McCann.  BBDO New York also picked up silver in the GoodWorks – Non-profit category for its American Red Cross campaign 'Give something that means something'.

Gold in this category went to 'Tips for former smokers' for the US Centers for Disease Control & Prevention'; a campaign from Arnold Worldwide, the Plowshare, GolinHarris, Havas Media, and Harris Interactive.

In addition to J&J's silver for 'Healing a profession from the inside out', the pharma company picked up the coveted North American Grand Effie Award for its BAND-AID MagicVision Augmented Reality (AR) App, developed with JWT New York.

Featuring the Muppets, the BAND-AID AR allows parents and children to enter a magical entertainment world featuring interactive performances from the show's characters by scanning the bandage and photo-sharing.

The 2013 North America Effie Index (created in partnership with McKinney) was also announced at the 2013 Effie Awards Gala in New York City on May 22. The rankings awards agencies and advertisers points based on finalist and winner data across all Effie categories.

This year's Index ranks Proctor and Gamble as the most effective advertiser for the third consecutive year.

Omnicom, WPP Group and Publicis Groupe were named the most effective advertising holding companies in North America by the Index, while Ogilvy & Mather, BBDO Worldwide and Starcom MediaVest Group came in as the highest-ranked networks.

Ogilvy & Mather (NY), BBDO New York and Wieden+Kennedy were named the most effective agency offices and Wieden+Kennedy (who have Proctor & Gamble as a client) was ranked as the most effective independent advertising agency.

"Now in its third year, the Effie Index tracks the marketers and agencies that are really moving the effectiveness needle," said Carl Johnson, Effie Worldwide chairman of the board and co-founder of Anomaly. "The Effie Index is the one filter that should be on every marketer's radar screen to learn which agencies and brands are doing the most impactful work globally.

The Effie Awards were launched in 1968 by the New York American Marketing Association. There are now Effie award programmes in 42 countries and six regions globally.

A full list of winners for the North American Effie Awards can be found on www.effie.org.

10th June 2013

From: Marketing

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