Cre8tivision

Who are you socializing with?

2011-05-30T12:26:00.000-07:00

It’s no secret that social media is on the up. And whether through networking sites, forums, blogs or multimedia channels, the majority of businesses in most industries can benefit from this popularity. These tools offer unprecedented reach and access at a low entry cost and are a good way to communicate with markets both at home and abroad.

Businesses can reach a global audience quickly and at a fraction of what it could cost through traditional media, although not all businesses are seeing the potential for social media’s worldwide reach yet. Research published in 2010 by Econsultancy found that 83% of marketers were planning to increase their online marketing spending, yet only 26% intended to run campaigns abroad.

With social networking growing at a speedy rate, these businesses could be missing out on a very lucrative opportunity. Facebook alone, for example, has over 600 million users, while Twitter has over 200 million.

Done right, marketing to different cultures via social media can help firms grow their business globally and provides the opportunity for direct sales, managing customer service, crowdsourcing ideas, monitoring feedback and much more. Before jumping in, however, some research is required to get the most out of social media and to avoid making any mistakes.

Targeting Users

There’s no point in posting updates and publishing content online in spaces where your target customers don’t hang out. Don’t presume that just because your UK customers use Facebook and Twitter that your customers abroad will too or you could end up talking to no one but yourself.

For example, Facebook is not used in China whereas Qzone, a site you may never have heard of before, has 380 million users. This illustrates perfectly why you need to do your research to find out where you can best reach your customers—current or potential—abroad.

Social media spaces which are popular in different markets:

RenRen is popular in China

Mixi.jp is a key Japanese social networking site

Twitter.jp is also well used in Japan

Orkut is used by many in Brazil and India

Skyrock has around 11 million users in France

The VZnet Group’s social networks have around 17 million German users

IRC-Galleria is Finland’s largest social network

Vkontakte has around 14 million visits a day in Russia

Don’t only think about location either—consider your industry itself as well. Are there any niche social networks specific to your industry that it would help to get involved with? Sites such as LinkedIn or Yammer could have what you’re looking for.

Developing Your Voice

Social media channels offer unmediated access to customers and a much more intimate means of communication than traditional media. This means that you need to get your communication right. When you’re approaching different cultures via social media you’ll need to consider language, content and tone, just as you do when targeting customers at home.

If you’re targeting markets abroad, it’s likely that you’ll already have had your web content carefully translated by a professional translator and made sure that it is culturally sensitive and appropriate. Social media for different cultures needs to be approached in exactly the same way.

Ideally, it’s best to post updates written by a native speaker or translated by a professional translator. Using free software like Google Translate to do the translation for you is likely to negatively impact the tone of the updates and even make them incorrect or garbled, which could damage trust in your brand overseas.

Using a professional translator and native speaker who thoroughly understands social media is a good idea because they can then use the interactivity of social media to its full benefit—and it’s key to not forget the ‘social’ part of social media. Talk to your customers! Churning out clumsily translated updates without being able to understand and respond to the responses would completely bypass some of the key advantages of these channels.

Another advantage of an in-country native speaker is that they can keep up to date with any breaking news, technological updates or any other relevant trends that may be country-specific. All of these are vital to communicating effectively with your customers—by having knowledge of and taking an interest in local issues, you will build well-needed trust.

Approaching your social media strategy for international markets may take some getting used to, but as long as you target each country with relevant, appropriate and precise information, you’ll soon find yourself networking your way to social media success.

Which CMS? Joomla? Druple? WordPress?

2011-05-30T11:36:00.000-07:00

Joomla? Druple? WordPress? Your CMS is one of the most important decisions you’ll make when you create a website. Not only will your choice decide what you’re able to do with your site, but it will also determine how technical it is to handle, how many pages it can handle, and how much maintenance it needs. Here’s a quick CMS Tour:

WordPress (Self-Hosted)

The most user-friendly of the bunch, WordPress doesn’t offer developers as much freedom as other systems at its core, but there are a ton of plugins available and ready to be installed -- most functionality changes are done with plugins. On the bright side, it’s easy to find technical help and there’s even more free help available online.

Usability really is the strong point for this CMS, no matter how many pages or posts you have. You can switch themes quickly and easily, control content with a few clicks, and if it needs maintenance, much of it can be done almost instantly.

Drupal

Drupal requires a bit of a learning curve, but it’s claim to fame is flexibility. You can do virtually anything with this software, and if you have a large site or 10K pages or more, it’s the best of the bunch. Plugins make it even easier, which means it’s an even match with WordPress. It requires a bit more work to make it search engine ready and site wonderful, but overall, it’s not bad.

Because it’s a little more technical, you can expect some minor regular maintenance. Also, developers can be a bit harder to find than those familiar with WordPress.

Joomla

If you’re looking to work within a set system, consider Joomla. It has very little flexibility, with some themes and plugins, but the core is pretty limited. Even for the user, it’s not that easy. It’s complex dashboard makes it difficult to manage, and there’s not a whole lot you can do to change that. Search engines and theme ready is another complex issue. In fact, you can only optimize and ready the site to a certain point.

Expression Engine

Expression Engine is difficult technically, and it can be tough to find developers, but it has great flexibility, even with very few plugins or themes available. If needed, the makers of the software are available to help. All that aside, sites made with this CMS are beautiful and fluid.

It might not be quite as easy to use as WordPress, but it isn’t a whole lot more difficult either. It needs a lot of technical know-how at the beginning, and regular maintenance after, but you’ll find it has relatively good SEO and is great after it’s going.

Heroes Silver Star Day at Walter Reed

2011-05-24T10:29:00.000-07:00

http://www.wusa9.com/news/article/151704/283/CBS-Early-Shows-Ayla-Brown-sings-at-Walter-Reed

Wounded Warriors honored at Citizens Helping Heroes’ Silver Star Day

Event Series kick-off at Walter Reed Army Medical Center.

Washington DC — Long-time advocate, Citizens Helping Heroes Inc. celebrates the resolution passed in the Senate on May 10, 2011 designating May 1 as Silver Star Service Banner Day—a national day of observance honoring America’s wounded servicemembers. According to CHH Co-Executive Director Chris Larsin, “Many warriors have sustained life altering injuries and disabilities while fighting to protect our nation. The Heroes Silver Star Day Event Series is one way we can pay tribute and together make sure they are not forgotten.”

Held throughout the year, the kick-off event on May 15 at Walter Reed Army Medical Center was one big celebration full of thanks and appreciation with help from the Washington Redskinettes signing autographs. Over 350 patients and their families, staff and special guests were treated to mouth-watering Texas BBQ served up by pre-eminent Chef David-Ivey Soto along with chefs from the US Coast Guard and Dept. of Homeland Security. WUSA’s Angie Goff emceed, introducing Ayla Brown. The American Idol star, took to the stage and launched the event into high-gear, wowing the crowd.

Co-Executive Director Chris Thompson urges Americans to get involved. “A lot of people today wouldn’t join the military,” he said. “But these are the folks who carry the burdens of freedom for our country. Civilians need to see what they endure and understand what they sacrifice. Everyday should be Silver Star Day.”

Lockheed Martin has signed on as title sponsor of the Heroes Silver Star Day Event Series. Through their sponsorship, and other companies like Northrop Grumman and Enterra Solutions, CHH is able to raise awareness and help support the needs of wounded service members and their families.

The next scheduled event is in October at Fort Belvoir for the dedication of the new Army Hospital. For sponsorship opportunities, contact Barb Dickey, Director of Corporate Relations at bdickey@citizenshelpingheroes.com

Dr. London: Heroes Centennial

2010-10-28T09:26:00.000-07:00

Back by popular demand, this is the video clip from the 2009 Heroes Centennial at Walter Reed Army Medical Center.

CACI Chairman Dr. J.P. (Jack) London recently spoke to hundreds of patients and their families at a festive barbecue held on the grounds of the Walter Reed Army Medical Center in Washington, DC.

CACI through Project Philanthropy has long been a supporter of our war fighters and Saturday, June 20 was a continuation of that commitment. CACI was a proud sponsor of the Citizens Helping Heroes 2009 Heroes Red, White & Blue centennial celebration which commemorated Walter Reed's 100th anniversary.

The event included everything from genuine South Carolina barbecue dishes prepared by chefs from a leading southern restaurant, to cheerleaders from the Washington Wizards basketball team, to an all-star line up of musical artists.

In his remarks Dr. London noted that the event was "a wonderful way to pay tribute to all you incredible men and women from our armed forces." On behalf of CACI, Dr. London added thanks "for giving us the opportunity to show our appreciation to all the military people out there who have served our nation with such courage and dedication. As a veteran myself, I know that the path you have followed in life is very special, indeed."

He also recognized Walter Reed's 100 years of service, noting how the event was "an ideal commemoration to mark a significant milestone for this flagship medical facility of the U.S. Army." Walter Reed has grown dramatically through the years, providing outstanding care to those wounded in service to our nation.

Barb Dickey, who organized the celebration for Citizens Helping Heroes, commented, "When a veteran like Dr. London speaks to them (the wounded veterans in audience), it's with a deep understanding and compassion and the crowd really responds. Sometimes that's the best medicine." She added "a big thank you" to CACI for helping to make the event possible.

To learn more about Walter Reed Army Medical Center visit their website at www.wramc.amedd.army.mil.

You can learn more about Citizens Helping Heroes at citizenshelpingheroes.com

WeightWatchers Campaign

2010-09-26T10:31:00.000-07:00

I was inspired to post this campaign having recently completed Weight Watchers. I had gained 10 pounds last year from being sidelined with a bad fractured shoulder and was determined to get back to my ideal weight of 125 lbs. After a certain age, those stubborn pounds can be difficult to lose. I still love those Krispy Kreme glazed doughnuts, only now I just apply them directly to my hips. What I've always liked about this campaign "Watch Yourself Change" is it's exactly what we all go through when we diet. Hiding our bodies under loose baggy clothes. Scrutinizing every imperfection in the mirror. Losing weight is brutal.

I was amazed that I actually achieved my goal despite breaking into a sweat everytime I walked past EZ Burger or Rockland's BBQ. I liked the Weight Watcher recipes and didn't feel I was denying myself. I will always lust after food, but fortunately my lust for fashion wins out. Being able to divorce my hips and slip into my sexy sheath dresses is very nice, indeed. BTW, this campaign never made it to the client. Too bad!

Pakistan Needs Our Help Now

2010-09-16T09:10:00.000-07:00

Recently, UNHCR Goodwill Ambassador, Angelina Jolie made a well publicized tour of Pakistan's flood-ravaged regions.

Pakistan’s worst flooding in 80 years has affected approximately 20.6 million people, many of them infants and children. Although flood waters are receding in parts of Pakistan, conditions in the thousands of camps that have sprung up recently are still desperate. Waterborne diseases, shelter shortages and limited quantities of food for children are persistent threats. According to the UN: the Pakistan disaster is ‘worse than 2004 tsunami, Haiti and 2006 Pakistan earthquakes combined.’ With the international community only now beginning to comprehend the true scope of the devastation in flood-ravaged Pakistan, the world must act now, so ‘This Natural Disaster Does Not Become a Man-Made Catastrophe.’

It's amazing to me how this country has slipped off the radar. I want to share the latest posting from the UN News Center:

http://www.un.org/apps/news/story.asp?NewsID=35935&Cr=pakistan&Cr1=

Pakistani floods creating a new disaster every day, UN relief chief says

15 September 2010 – The United Nations is seeking a further half billion dollars or more for 21 million Pakistanis beset by weeks of flooding, which a top official said was spawning a new disaster every day.

“It will be substantially more than the original appeal,” Under-Secretary-General for Humanitarian Affairs and Emergency Relief Coordinator Valerie Amos told a news conference in New York today, a month after the UN and its humanitarian partners sought nearly $460 million in a first response to what she called “an immense and still unfolding crisis.”

She declined to disclose the exact figure of the appeal until its official launch on Friday to respond to the devastating impact of the rolling floods which, though they have killed fewer than 2,000 people, have exposed 21 million others to homelessness, malnutrition, risks of epidemics and loss of livelihood as the waters have steamrollered down the country from north to south.

Different parts of the country are experiencing different stages of the crisis “and each of these is a big disaster in its own right,” she said. In some areas the waters have receded and the relief effort is focusing on early recovery, while in others to the south the floods are still spreading “and a new disaster is happening literally every day.”

Ms. Amos, who visited the flood-stricken areas last week, underscored the expanding requirements. “This is a disaster which is bigger than one which the UN can deal with alone. It’s bigger than the humanitarian community can deal with on its own. It’s one of the biggest disasters we have ever faced… We can and we must continue to save lives and alleviate suffering,” she said.

It has been “over a period of time – it’s actually nearly two months now – that the water has been moving from north to south, so it’s the equivalent of a new crisis every few days. It is putting a huge strain on the capacity that we all have to manage that.”

After seven weeks of devastation and human suffering the crisis is no longer new but “we have to work very hard to change that,” she stressed. “People are still hungry and we’re all very worried about malnutrition levels. Skin diseases are on the rise because there’s a lack of soap and clean water for washing. Diarrhoea is on the rise and we need to make every effort to avert a potential health crisis.”

As of 10 September more than 700,000 cases of acute diarrhoea, at least 800,000 acute respiratory infections, nearly 1 million cases of skin disease and almost 183,000 suspected malaria cases were reported.

“An immense tragedy continues to unfold,” Ms. Amos said. “The human implications of what will happen if not enough is done are terrible. Many millions have already lost everything and have nothing to go back to… What I will be doing [on Friday] is asking our supporters to dig deeper and to do more.”

Ever since the floods struck UN agencies have been striving to bring succour. Three of them – the Food and Agriculture Organisation (FAO), the International Fund for Agriculture Development (IFAD), and the World Food Programme (WFP) – announced today that they are accelerating aid to millions people who are vulnerable to hunger and malnutrition.

Together, the agencies are ramping up complementary programmes such as emergency food and nutritional assistance, distribution of agricultural inputs such as seeds, animal feed and veterinary supplies, rehabilitation of damaged land and infrastructure and microfinance activities.

WFP reached 3 million flood victims with food rations during August and is scaling up to reach 6 million this month, particularly through an expansion of operations in the provinces of Punjab and Sindh, which remains largely under water.

With 80 per cent of the flood-affected population dependent on agriculture for their livelihoods, loss of stored seeds, grains, and animals has rendered farming families extremely vulnerable. FAO is currently reaching 1.6 million people with distributions of wheat seed, fertilizer, vegetable seed kits, animal feed and veterinary supplies for livestock. With increased donor support, it could double the number of beneficiaries in the coming months.

IFAD, which seeks to improve the livelihoods and productivity of poor rural people, currently has five projects in the country; four of these, worth over $100 million, have been affected by floods. The agency will play an active part in the post-flood rehabilitation and reconstruction.

Meanwhile UN High Commissioner for Refugees António Guterres, whose agency (UNHCR) also provides assistance to internally displaced persons (IDPs), is on a two-day visit to flood-devastated areas.

Humans for Animals Campaign

2010-03-01T09:11:00.000-08:00

As an animal lover, I'm always fascinated by the relationship between animals and humans. If you have pets, then you understand the connection. If there is a connection between violence towards animals and violence towards people, then there may also be a connection between empathy towards animals and empathy towards people. This campaign for Humans for Animals: "Don't treat others the way you don't want to be treated." advocates support for early interventions to prevent cruelty to animals. It primarily targets practices still being used in industries today. Simply recognizing this negative connection is not enough. The question remains "What can be done to prevent such violence?"

Better business practices and humane education programs have been developed to teach children in particular to be kind to animals. If cruelty to animals is linked to violence towards people, then can the reverse be true? Is empathy toward animals connected to empathy toward people?

Empathy is one behavior that is essential to caring for others. There are various definitions of empathy: "reacting to another's feelings with an emotional response that is similar to the other's feelings." Another definition of empathy is "being able to place oneself in the place of the other, to Transference of Empathy; understanding the point of view of the other."

Using this empathetic approach the campaign delivers its message of advocacy in a visually, bold shocking manner and makes it point.

World Vision Campaign

2010-02-28T09:09:00.001-08:00

I love using illustration, especially in today's stock photo polluted world. It gives a campaign a definitive personality and can deliver a brand's message in a more engaging way, particularly when you're asking the public for money. This campaign for World Vision International is quite direct in it's objective: It would be great if compassion could help. But we need your money. The visuals tell the story in do I dare say, a quirky, entertaining style. It delivers the emotional kicker, but with more sophistication and depth than the usual stock bilge of sad, big-eyed kids holding empty bowls.

World Vision International is a Christian relief, development and advocacy organization dedicated to working with children, families and communities to overcome poverty and injustice. Inspired by Christian values, they are dedicated to working with the world’s most vulnerable people. They serve all people regardless of religion, race, ethnicity or gender.

Campaign for the American Plastics Council

2010-01-22T12:43:00.000-08:00

"Plastics. Imagine The Potential." This was a campaign for the American Plastics Council about the many wonders of plastics as an environmentally-friendly industry. The campaign launched as 4C-full page newspaper ads both in the USA and in Europe and served to drive traffic to trulysustainable.com. Frances Sullivan was my copywriter on this assignment for Porter Novelli.

1. Headline: (Woman) "Did you know that with plastics, CO2 emmissions have been reduced by 30 million tonnes a year? (Man) "This long-distance thing just might work, afterall."

Copy: Transportation is one of the biggest culprits of global warming. So what's the answer? An integral part of the solution is plastics. The use of plastics in today's products produces the amount of oil and coal combined. It also reduces the impact on our climate and our world. To learn more about the many wonders of plastics, as an environmentally-friendly material visit us online at trulysustainable.com.

2. Headline: (Hula Girl) "Plastics employ a million people in Europe? Wow. That really rocks."

Copy: From novelty toys to new medical devices, plastic wraps and containers that help keep our food from contamination and spoilage, plastics have revolutionized the way we live. No wonder why it's one of the fastest growing industries on the planet creating millions of new jobs every year. To learn more about the many wonders of plastics, as an environmentally-friendly

3. Headline: (Sailor) "You mean the same stuff I'm made of can save millions of lives? That makes me damn proud."

Copy: For than 40 years, plastic medical products from incubators to IV blood bags to heart valves have helped doctors and nurses save lives. Many of the medical practices that are common today and weren't even dreamed of 20 years ago are made possible by plastics. To learn more about the many wonders of plastics, as an environmentally-friendly material visit us online at trulysustainable.com.

Fashion Fights Poverty

2009-10-01T10:25:00.000-07:00

Recently, I attended a fund-raiser in Washington DC called Fashion Fights Poverty. Of all the problems facing the world today, eradicating poverty is definitely at the top of the to-do list. At first, fashion and poverty seem like an incongruous match up, unless of course it’s about the pair of Jimmy Choos you could only afford in your dreams. In it’s 5-year infancy, FFP has grown from a glitzy annual benefit into a non-profit organization with an ambitious agenda. From environmental and ethical initiatives for fair and sustainable fashion to creating micro financing opportunities, it’s provided much needed support to artisans in developing countries. With 1.4 billion people in the world living in extreme poverty, this is no small matter.

Interestingly, fair trade and reviving artisanal skills such as embroidery and natural dyeing can make a powerful difference. Hand weaving, for instance, creates nine times more jobs than running a power loom. We tend to think that fair trade is now a mainstream idea and for certain industries it is. With fashion, the job isn’t done. It hasn’t even started. Clothing labels tell us where our clothes come from, not under what conditions. “Made in some third world slum factory under horrendous working conditions.” Yes, there’s a bit of a buzz. Not convincing enough to think that the fashion industry has any real moral fiber to pressure the governments responsible. Sadly, it remains one of the most exploitative industries in the world. Perhaps, that’s why Fashion Fights Poverty, billed as one of DC’s leading fashion fundraisers intrigued me.

The event was held at the beautiful Renaissance Mayflower Hotel, the Presenting Sponsor for the 2009 FFP Benefit. Arriving early I walked over to the Promenade. Vendor tables for the silent auction and a red-carpet area for VIP interviews were still being set up. Photographers were colliding with production crews. I decided to navigate the obstacle course and explore backstage before the crowds of Washington's elite arrived.

I was particularly interested in the designers and artisans that were being showcased at this year’s benefit. Not the fashion giants of the international catwalks. A new generation of emerging designers who’ve made a commitment to producing fair and sustainable fashion. The main criticism about ethical fashion is that it’s not sexy enough for consumers. Maneuvering through the racks of beautiful clothes to discover the hip Eco Chic designs of Rene Geneva, I realized we were way beyond Birkenstocks. Behind me were models in sensuous retro marcel-wave hairdos wearing very First Lady worthy gowns from Afua Sam’s Studio D Maxsi. Her designs evoke the elegance of Paris Haute Couture with a distinct ethnic edge of her native Ghana. Everywhere you looked, creativity’s role in fighting poverty was so apparent: in the charming, saucy hats of Chandra Anderson and the fabulous handbags of Camille Gabriele. On my way out, I noticed the male models being styled in their Nudie Jeans. If there’s any doubt that ethical fashion can’t be sexy, I suggest we send these guys on a world tour.

The unlikely smackdown of Fashion versus Poverty took center stage in the Grand Ballroom and dazzled the audience। The fashion lines included Studio D-Maxsi (DC), Nudie Jeans Co।, Rene Geneva Designs, MIRZA MPERAL (DC), Aidah Collection (DC) and ReneeQ Bespoke.

Let’s face it, we all love fashion, especially when it alleviates poverty rather than encouraging it, thanks to the committed efforts of non-profit organizations like Fashion Fights Poverty. Visit: http://www.fashionfightspoverty.org.

This year’s sponsors included: Renaissance Mayflower, PHYTO, PR@Partners, WTTG FOX 5, Discovery Channel, Laura Geller Cosmetics, Fresh (Georgetown), Relaxed Spa & Tan (DC), carbonfund.org, Hollywoodfashiontape.com, Glaceu Vitamin Water, Ethical Fashion Forum and volunteers from DC’s Woodrow Wilson High School Clothing and Textile program.

Sexual Abuse Campaign

2009-09-07T17:01:00.000-07:00

Copywriters paint pictures with words. Art Directors tell stories with pictures. I think these posters speak for themselves in this campaign targeted to women who've suffered sexual abuse. For many the emotional scars and pain are buried so deep, the idea of seeking support isn't something that's top of mind. The campaign reaches out to remind them that they are not alone; that there is help.

Clarityne Campaign

2009-08-24T20:42:00.000-07:00

Who says pharmaceutical advertising can't be witty. This campaign for Clarityne (European market) engages consumers by using tongue and cheek humor to convey effective nasal allergy relief in an unexpected way. In this case, a picture really is worth a thousand words.

People just like you.

2009-08-09T20:27:00.000-07:00

UNDER THE EYES OF A SOLIDARY DOCTOR, PEOPLE ARE ALL THE SAME.

Solidary Doctors is a non-profit institution formed by health care professionals that make themselves available for a few hours a week to consult needy people who can't afford a private doctor. The campaign solicits donations as the copy in each ad conveys: By helping us, you'd be helping to expand our programs to increasingly serve more people. Actually, people just like you.

Sainsbury's-UK

2009-08-09T13:06:00.001-07:00

Imagine moving an entire country to trust meat. During the Mad Cow Disease scare. For Sainsbury’s Markets UK, we leveraged trust in the store’s resident experts to promote the healthy incorporation of beef into the public’s diet. With robust photography. Dynamic graphics. And a strategic lifestyle hook—a mouthwatering recipe. Sainsbury’s profited with healthier sales. "Sainbury's. Making Life Taste better." became so popular with consumers, the campaign outlasted the beef frenzy and became a familiar mainstay in the food section of the Sunday newspapers. Mageen Proust and Tony Kaye were the copywriters.

WATER FOR THE WORLD-Ask Your Senator

2009-07-22T14:10:00.000-07:00

Urgent Action Needed – Take action today to improve access to clean water and sanitation for the world's poorest people – Please Sign ONE Petition asking your senators to cosponsor the Durbin-Corker Water for the World Act of 2009 (S. 624).

The Water for the World Act won't get through the senate without your help. Right now, 150,000 signatures are needed. Help us improve access to clean water and sanitation for the world's poorest people by asking your senators to cosponsor the Durbin-Corker Water for the World Act of 2009 (S. 624).

This important legislation is stuck in the Committee on Foreign Relations, and it needs at least 20 cosponsors in order to get the attention of Senate leaders. Sign the petition by clicking on the link above and please cosponsor the Senator Paul Simon Water for the World Act of 2009 (S. 624), and help provide 100 million people with first-time, sustainable access to clean water and sanitation by 2015.

Campaign for Pharmaceutical Care Managers Association

2009-06-25T18:49:00.000-07:00

This was another inside the beltway campaign for Pharmaceutical Care Managers Association. When Congress was debating whether America could afford a Medicare prescription drug benefit, PCMA stepped up to the plate to offer its solutions with Pharmacy Benefits Managers (PBMs). The Proven Rx For Medicare. Through edgy humor we made their argument that PBMs have proven experience to make medicare outpatient prescription coverage safe, affordable and accessible for millions of aging and disabled Americans.

This campaign had a quick turnaround and was actually a new business pitch. A double-whammy.

Health Benefits Coalition

2009-06-14T07:44:00.000-07:00

Another consulting assignment with Porter Novelli for the Health Benefits Coalition. I should mention that I'm strictly non-partisan when it comes to the issues I create campaigns for. It's all a matter of persuasion and moving the masses; that is the heart and soul of advertising, although I admit, it sounds so Machiavellian. In this case, it's one side of the endless conversation for affordable healthcare in this country.

Here is the link to the article March 26, 1999: Patients' Bill of Rights Under Siege in New Corporate Ad Campaign: http://www.citizen.org/pressroom/release.cfm?ID=249

Asbestos Alliance

2009-06-14T07:19:00.000-07:00

Advocacy campaigns are always challenging to do because of the quick turn-around time in response to a current piece of legislation or issue in the news. This TV spot for the Asbestos Alliance was for Porter Novelli. I'm always asked, How can you shoot this so fast? Easy. It's stock footage; recolorized and finished in Edit Box.

You Are What You Eat. Bon Appetit.

2009-06-13T20:24:00.000-07:00

FWAG (Farming and Wildlife Advisory Group) was established in 1969 by a group of forward thinking farmers who were concerned about the dramatic loss of habitat and wildlife as a result of the severe increasing intensification of farming methods. It is an independent organization and FWAG Limited operates throughout England, Wales and Northern Ireland. It assists the people who manage the countryside with environmental management expertise, so food produced in the UK, the countryside and the native wildlife as we know it can be improved and protected for future generations to enjoy. In the past few years, they've begun to embrace global issues about food; its manufacture and its distribution throughout the world.

CAMPAIGN: VIOLATIONS OF THE HUMANE SLAUGHTER ACT.

Top Ad: YOU ARE A CHICKEN on your way to becoming fried nuggets at a 7-year old’s birthday party. You’re hanging from a metal shackle, approaching a mechanical knife that will slit your throat. You were supposed to be paralyzed in electrified water first so you don’t feel the pain. Stop violations of The Humane Slaughter Act. To learn more, visit the Farming and Wildlife Advisory Group online at fwag.co.uk. YOU ARE WHAT YOU EAT. BON APPETITE.

Center Ad: YOU ARE A LAMB who’ll soon be lying on a platter garnished with roasted vegetables. But you’re used to lying down, because you’ve been confined to a dark wooden crate your entire life that’s so small, you don’t even know what standing up feels like. Stop violations of The Humane Slaughter Act. To learn more, visit the Farming and Wildlife Advisory Group online at fwag.co.uk. YOU ARE WHAT YOU EAT. BON APPETITE.

Bottom Ad: YOU ARE A COW on your way to becoming a double cheeseburger on a toasted sesame seed bun. In a few minutes, a razor sharp hook will chop off you hooves while you’re still fully conscious because the person who was supposed to stun you decided it took too much time. Stop violations of The Humane Slaughter Act. To learn more, visit the Farming and Wildlife Advisory Group online at fwag.co.uk. YOU ARE WHAT YOU EAT. BON APPETITE.

Combo meal, anyone?

Creative team: Barb Dickey, Sean Aiker, Tony Kaye

NYC Coalition For The Homeless

2009-06-13T19:09:00.000-07:00

No actors were used here.

Even The Most Religious Dieters Fall From Grace.

2009-06-13T18:39:00.000-07:00

Even if you're a McDonald's, KFC, Taco Bell, Pizza Hut lovin' fast food junkie, Jenny Craig is all about delicious healthy food and a proven approach to weight loss. The British campaign is about weight management issues, rather than celebrity testimonials. Having the right guidance and support that can make all the difference to weight loss success. Jenny Craig has trained weight loss Consultants that support every step of the way to stay motivated, accountable and on track with a personal weight loss plan.

I loved doing this campaign, primarily because they didn't want testimonials; the mainstay of weight loss campaigns in U.S. advertising. Although I do love Valerie Bertinelli. Inspired by my own Burger King Whopper Combo fantasy, this was the 4c, full page newspaper launch ad for Jenny Craig Weight Loss in the British market. "A more down to earth weight management program." The Brits are always fun to work with. They don't talk about being cutting-edge, out-of-the-box, yadda, yadda. It's your work that speaks for itself.

Mageen Proust and Tony Kaye were the copywriters.

Freelance Art Director Reveals Life As Call Girl!

2009-06-13T18:29:00.000-07:00

THE ART OF SELF-PROMOTION:

As is often the case, Barb Dickey’s path to debauchery began with drink (E & J Gallo Winery). Soon, she began peddling the pleasures of the flesh (Revlon, Estee Lauder and Nivea products) in that hotbed of sin itself, New York City.

She continued to sell her considerable talents, gadding about from one position to another. Finally, abandoning the title of VP, Creative Director at Arnold Worldwide she plunged into the life of a call girl — selling herself by the hour to an international clientele.

Her sordid past includes driving hordes of men to seek protection (Trojan Condoms) and selling pleasure palaces (Grand Ole’ Opry). But, perhaps worst of all, was what she did to millions of women. She made the female population gain weight (Cadbury Schweppes Chocolates). Forced them to pay for their excess flesh (Jenny Craig Weight Loss). And, ultimately, ruined their self-image (establishing Mattel’s vinyl wonder doll, Barbie, as the feminine ideal).

Despite all this, Barb Dickey has the gall to sell herself to unwitting creative directors. Some call her brilliant (her family; and many suspect she paid them to say it). But most simply call her bad to the core.

Of course, Barb doesn’t care what you call her as long as you call: 202-281-0772.

Cre8tivision spread for BEST Of DC

2009-06-13T17:26:00.001-07:00

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R 6 (Barb Dickey)

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You can also contact Cre8tivision LLC at 202-281-0772.

Clean Water. It's The Only Way To Live.

2009-06-13T15:26:00.000-07:00

This campaign for Water Advocates, was first launched as a full page B/W in the New York Times in 2008. The goal; to advocate change on behalf of the 1.1 billion people who currently lack access to clean drinking water and the 2.6 billion people who lack access to basic sanitation. The distressed look of the ad visually communicates the depth of their suffering while the photo of the little girl receiving clean water conveys that this enormous problem is solvable. The ad works on many levels, including raising awareness that clean drinking water is vital to the sustainability of our planet and the human race itself. The campaign line, “Clean drinking water is the only way to live,” achieves memorability while inspiring action. I was never crazy about adding the word "drinking" to the tagline. Win some. Lose some.

Aquafina. Perrier. Dasani. Evian. These folks would be happy with tap water, if they had a tap.