Underscoring its expand ing expertise in the healthcare niche, Cashman & Katz Integrated Communications is bowing its first work for Hartford Hospital as it brings aboard an assignment from the Con necticut Department of Public Health.
The agency in Glastonbury, Conn., is concocting a TV, print and radio campaign for the CDPH de signed to encourage young children to eat at least five servings of fruit and vegetables each day. The ef fort will feature an animated superhero character, "Captain 5-A-Day." The work will break in early 2002.
Separately, C&K has debuted a print campaign for Hartford Hospital's Partnership for Breast Care and Life Star, a critical-care helicopter owned and operated by the hospital. One ad in the breast-care campaign shows a close-up of a woman's hands nervously twisting hair. Copy reads, "When you discover a lump in your breast, minutes can seem like hours … hours can seem like days … and days are just way too long to wait to see a specialist." Ads continue to use the positioning line, "Great doctors are just the beginning," which was developed by the client.
"Because it's such a scary time for women when they discover a lump in their breast, we wanted to position the hospital as a resource for women," said C&K president Tony Cashman.
Another ad shows a woman covering her face with her hands. The copy begins, "During a routine breast exam you discover a lump …" and goes on to tout the hospital's services.