Trion Communications is poised to break its first work for R.I. Quality Partners, a nonprofit health watchdog group.
A 30-second TV spot breaks Friday during broadcasts of ABC's 20/20 throughout Rhode Island. The effort encourages seniors to get inoculated against pneumonia.
An elderly man is brought before a dartboard. "What you are about to see is a demonstration of how the pneumonia vaccine works to protect people," a voiceover says. The narrator explains how the man is immune to the virus, thanks to the vaccine, represented by arrows shot in his direction. The shots bounce harmlessly off him.
The Providence, R.I., agency attempted to get away from "the typical healthcare spot" targeting seniors, which often uses stereotypes and "dumbs down" the message, according to Trion partner Josh Fenton. "We were looking for a way to communicate with senior audiences in a nontraditional way. We didn't see any competitors that were shooting arrows at 70-year-old men," he said.
A second TV spot about nursing-home care will star the same actor, Edward Lane. Ads dealing with mammograms and diabetes evaluations will likely follow. Radio, print, outdoor and public relations are other components of the campaign, Fenton said. There is no overall tagline.
The shop is targeting three audiences: healthcare pros (doctors and facilities management); opinion leaders (elected officials and business managers); and consumers for RIQP, which is tasked with implementing national health guidelines.