New Campaigns

NEW ENGLAND Client: Network to End Domestic Violence and Sexual Assault, Providence, R.I. Agency: Leonard/Monahan, Providence, Creative Director/Copywriter: Kara Goodrich Art Director: Ralph Watson After learning from research that the phrase "domestic violence" and images of injuries in ads provoke denial instead of action, Leonard/Monahan in Providence, R.I., created a campaign featuring ambiguous situations to introduce the Network to End Domestic Violence and Sexual Assault. One print execution shows a large circle with a blurred image of a woman. Written across the image is the headline, "You hear the key in the lock." The body copy continues with a choice: "A. You begin whimpering and moaning in anticipation of the beating you will receive. B. You are happy and excited. Someone you love is home. If you are in an abusive situation, call . . . for someone who can help you take your life back." The network's services include advocacy to battered women in hospital emergency rooms, with a pilot site at Women & Infants Hospital in Providence. The program is anticipated to expand in 1998 to emergency departments statewide. --Sarah Jones Client: United Water, Harrington Park, N.J. Agency: Harpell/Martins & Co., Maynard, Mass. Creative Director: Fred Martins Art Director: Dave Tuckman Copywriters: Dave Tuckman, Pat Harpell A print campaign by Harpell/Martins & Co. for United Water uses a question-and-answer format to promote the scope of options offered by the company, which provides water services through utility ownership or public-private partnerships in 19 states and Canada. "How are you going to comply with the Federal Safe Drinking Water Act without overextending your budget?" one headline asks. The reply concludes with the tagline, "We can do that . . . and more." The campaign seeks to position the company as having the people and technological prowess to help municipalities successfully manage their water and wastewater needs, said agency president Pat Harpell. Ads are running for several months in vertical publications targeting mayors, city managers and planners nationwide. Direct response programs, corporate identity materials and radio ads are also in the mix. The agency estimated overall ad spending to be in the $1 million range. --David Gianatasio Client: Swampscott Depot Restoration Fund, Swampscott, Mass. Agency: Hill, Holliday, Connors, Cosmopulos, Boston Creative Directors: Dave Gardiner, Mike Sheehan Art Director: Ashley Reese Copywriter: Paul Schauder When daily rail commuters Dave Gardiner and Paul Schauder of Hill, Holliday, Connors, Cosmopulos learned of efforts to restore the Civil War-era Swampscott, Mass., train station, they quickly brought their advertising skills into the fundraising mix. The result: a pro bono print and poster campaign that has already helped raise more than $16,000. "Alexander Graham Bell reportedly made his first long-distance call from the Swampscott depot," one ad begins. "Today, he would probably call 911." The execution relates the history of the station, explaining its historic significance to the Bay State's North Shore area. Evocative black-and-white photography provided by the Swampscott Historical Society graces the ads. Print executions have been running in newspapers in Swampscott and nearby Lynn, Mass. Posters have been popping up "all around town," Gardiner said. --David Gianatasio

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