Gold Award for Integrated Campaign
The New Normal Initiative
Campaign: Save Da Hoomans
Client: University of Chicago, Rush University, Loyola University Chicago, Institute for Translational Medicine (ITM); Northwestern University, Northwestern University Clinical and Translational Sciences Institute (NUCATS); University of Illinois at Chicago, The Center for Clinical and Translational Science (CCTS); National Institutes of Health (NIH) National Center for Translational Sciences (NCATS) Clinical and Translational Science Awards (CTSA) Program
Save Da Hoomans makes clinical trial information available via a free, easy-to-read matchmaking platform. The campaign, which positions dogs as the saviors of hoomans (or humans), tapped partnerships with animal shelters, celebrities and social media influencers. Messages were placed on billboards, bus ads, social media and a website, netting more than 1 million organic impressions within a month of launch. The campaign attracted national media attention and drew hundreds to register with clinical research teams.