New Campaigns

Client: Blue Cross and Blue Shield of Rhode Island, Providence, R.I. Agency: RDW Group, Providence, R.I. Creative Directors: Tom Rothermel, Bob Murphy Copywriters: Bob Murphy, Bob Mariani Art Director: Tom Rothermel Quotes from cute kids figure prominently in RDW Group's broadcast and print campaign for Blue Cross and Blue Shield of Rhode Island. Employing the tagline, "A generation ahead," the effort is expected to run for most of the year and is RDW's first work for the client since picking up the account from Pagano Schenck & Kay in Boston last year. RDW attempted to put "a human face" on the client, said agency president Michael Doyle. The shop sought to maintain the humor employed in Pagano-created ads, while bringing a "human dimension" and "warmth and sensibility" to the client's image, Doyle said. One print execution features 5-year-old Michelle, who informs us, "My great-great-grandma is, um, 238." The copy begins, "We can't promise you'll live as long as Michelle's great-great-grandmother. But many seniors are discovering that our approach to healthcare really can work wonders." In another print ad, 5-year-old Cole says, "By taking care of yourself, that's how you don't get sick." Copy continues, "We share Cole's philosophy. That's why we created BlueChip, the HMO that takes a coordinated care approach to keeping you healthy." Broadcast ads are running on television and radio stations in Providence, R.I. Print ads are appearing in various newspapers throughout the Ocean State. --David Gianatasio Client: Exeter Health Resources, Exeter, N.H. Agency: BBK, Newton, Mass. Creative Director: Joan Bachenheimer Copywriter: Parke Fisler Art Directors: Kevin Sullivan, Dara Fruchter Illustrator: Bob Krogle A radio, print and direct mail campaign touting this month's opening of the 40,000-square-foot Synergy Health & Fitness Center at Exeter Hospital makes an appeal to the mind as well as the body. The headline of one print ad reads, "Finally, a club that encourages its members to lift weights with their heads." Another execution carries the headline, "Good news for all of you who want a health club that isn't just filled with dumbbells." Copy of one print ad reads, in part, "From your initial health assessment to ongoing guidance from our personal health counselors, the idea is to have ideas. And then, to actually utilize them. From the moment you set foot in the building, you'll detect an approach that focuses on hard medical data and long-term health and fitness goals." A direct mail piece features a couch and the copy, "If you consider yourself an immovable object, it's time you met the irresistible force." Ads also employ the graphic symbols for yin and yang in an effort to communicate Synergy's "values and philosophy . . . of complete wellness," said BBK president and creative director Joan Bachenheimer. "In the absence of a tangible product, the graphic identity and the advertising had to be compelling and create a positive brand image in the mind of consumers," Bachenheimer said. Ads do not overlook Synergy's monetary value either; most highlight various membership discount offers. The campaign has no tagline. Print executions are appearing in the New Hampshire Weekly edition of The Boston Globe as well as the Portsmouth Sunday Herald. A trio of 60-second radio commercials are running on several FM stations throughout New Hampshire. --David Gianatasio

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