Match Talks Tough for Theragenics | Adweek
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Match Talks Tough for Theragenics

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ATLANTA A Match print campaign for Theragenics takes a sharp tone in targeting prostate cancer patients.

Created by Match art director Troy King, half-page, double-spread ads in upcoming issues of AARP, Kiplinger's Personal Finance, VFW, Elks Magazine and Smithsonian compare the side effects of prostatectomies with that of TheraSeed, an outpatient procedure developed by the Atlanta-based advertiser. Above copy penned by Tina Chadwick, an image of a nine-inch scalpel floats next to a picture of the rice-sized TheraSeed.

The national campaign, the client's first, introduces the tagline, "Remember the name. Forget the cancer."

"The tonality is strong," said B.A. Albert, partner of the Atlanta agency. "It's in keeping with men in their 50s who want to fight this disease and know they can."

According to Albert, research among younger patients showed that self-confident and assured men were more willing to look at different treatment options than the older demographic.

"TheraSeed has comparable cure rates and lower incidence of complications than surgery," said Sal Kibler, agency president. "It's our job to communicate this to patients and challenge them to ask their doctors questions."