Please login to the form below

Not currently logged in
Email:
Password:

A picture paints...

A picture, they say, is worth a thousand words, yet, we work in what purports to be a very copy-based arm of the ad industry
Hereís a campaign that uses the tougher half of the problem/solution equation to dramatise the solution. Itís the picture that tells the story. Weíve all had our fill of those quality-of-life (QoL) shots with happy, smiling patients, all hillwalking, break-dancing, bungee jumping, free fall parachuting or whatever. With these wonderfully detailed photographs of hands (others in the campaign include handling coins, doing up buttons, writing, handling delicate plants, marking a ballot paper), we get all the patient benefits of improved QoL plus the product benefits of relief from the symptoms of Parkinsonís in one simple communication. It makes the punning baseline superfluous. But the great pleasure in these photographs is their honesty. No ëhand artistsí here, instead thereís bitten nails, wisps of hair, liver spots, warts and all ñ these are real people. This unromanticised vision of patients informs the honesty and reality of the product message.

3 cameras

Rating system

1 camera: Me no Leica
2 cameras: Me quite Leica
3 cameras: Me Leica lot

2nd September 2008

Share

Subscribe to our email news alerts

Featured jobs

PMHub

Add my company
Bedrock Healthcare Communications

Bedrock Healthcare Communications is an award-winning, independent agency founded in 2011. We partner with healthcare professionals, patients, and global pharmaceutical...

Latest intelligence

Top-10 Reasons Why You Should be Adding Asynchronous Virtual Touchpoints Between Your Real-time Meetings
...
Flu
Influenza – the risk to vulnerable populations
Why we can't get complacent about flu vaccination...
dementia
Alzheimer’s Research UK highlights socio-economic inequalities in dementia risk
The charity aims to improve the number of women participating in dementia research and grow awareness of dementia risk factors...