Healthcare Marketing Impact Awards
Gold award for Video campaign
Ogilvy & Mather
Provider/Insurer, New York , NY
"The 11 Initiative"
Based on a recent study that found every cigarette smoked decreases a person's expected lifespan by 11 minutes, the goal of "The 11 Initiative" was to use a positive and inspirational message showing what smokers could do with those 11 minutes lost. The video ads feature a machine that allows people to trade in a cigarette for a memorable 11-minute experience.