Tuberculosis vaccine research is a niche field that doesn't get the global attention it deserves -- in part because developing a vaccine is a long, slow process. So how do you keep stakeholders and potential donors engaged? Make it personal.
CDC India Annual Report
The US Centers for Disease Control team in India needed a way to promote their work to the larger the public health community and establish a presence within the US diplomatic mission in India. This annual report was part of the comprehensive communications strategy I built from the ground up.
Beat the Odds
Collateral for Pediatric AIDS/HIV Care's Casino Night fundraising event. In addition to the email invites, we hired local improv artists to stage a rowdy open air poker game at Dupont Circle and handed out oversize playing card invites to the crowd that gathered. Invites included a link to an online roulette game, where guests could play to win a coupon for extra chips.
RTC/ CD Matt Connor / AD Tim Brown, Max Hancock / CW Jennie Willson, Aaron Spratt
Gold, DC Addys, 2010
Holiday Party PSA
We used our direct marketing expertise to warn others about the dangers of holiday party behavior gone bad. A mailer offered dos and don'ts, a link to several PSAs--and a link to apology e-cards in case you couldn't follow all of our advice .
RTC/ CD Matt Connor / AD Courtney Clugston / CW Jennie Willson
Holiday Party PSA
Research showed that people with diabetes overwhelmingly thought "insulin was just insulin." So we created this multi-channel direct marketing campaign to promote Novo Nordisk's three unique insulin options, designed for people with different insulin needs.
RTC / CD Dawn Panzeca / AD Courtney Clugston / CW Jennie Willson
I wrote and edited content for ThinkMap's proprietary online visual dictionary and thesaurus. The word entries make expanding your vocabulary less of a chore, more of a laugh.
To people struggling to find a bipolar disorder treatment, the road ahead can seem disorienting and disheartening. To show the way forward, this spot uses an empathetic approach accented with classical music, which many patients in research felt a connection with. Response rates exceeded all expectations.
RTC/ CD Matt Connor / AD Kanya Morgan / CW Jennie Willson
Bronze, National DTC Awards
Abilify Depression TV Spot
World TB Day
When the US Ambassador to India asked to make a bold statement about the fight to end tuberculosis, my team of two decided to turn the usual dry diplomatic reception concept on its head. Instead of doctors or health officials, we invited TB survivors to share their stories- including Bollywood superstar Amitabh Bachchan. A mobile TB screening van pulled up front. A hallway of vivid images and interactive displays greeted guests. And a film screening about one patient's struggles left the crowd in tears. It was a night to remember- and an event that continued to make an impact through a fine-tuned social media campaign and a national op-ed.
Hope is an Artform
Pediatric AIDS/HIV Care helps HIV-infected kids through art therapy and after-school support. For this mini-campaign, they got a new tagline and 12,000 red stickers - representing the number of people infected with HIV in the District. Teams handed them out at Obama's first inauguration.
RTC/ CD Matt Connor / AD Tim Brown / CW Jennie Willson, Aaron Spratt
Project Healing Waters
PHW helps wounded veterans find peace on the riverbank.
RTC / CD Dawn Panzeca / AD Tim Brown / CW Jennie Willson, Aaron Spratt
Love Love Love
RTC has a rich history, getting its start in Washington right around 1967's "Summer of Love" and riding that cultural wave of change through the decades. What better way to celebrate than remembering the soundtrack that followed us?
RTC / CD Matt Connor / AD Tim Brown / CW Jennie Willson, Aaron Spratt